Establishing privacy settings associated with user data shared by a user of a social networking service can include transmitting instructions to display a graphical user interface (GUI) that includes two or more privacy zones, a first privacy zone that is representative of a first set of privacy settings, and a second privacy zone that is representative of a second set of privacy settings. The GUI can include a privacy setting icon that is representative of one or more social entities. User input can be received and to define placement of the privacy setting icon within one of the first and second privacy zones. In response to placement of the privacy setting icon, one of the first set of privacy settings and the second set of privacy settings are assigned to the one or more social entities represented by the privacy setting icon.