Reaping the vast benefits of ubiquitous social media requires users to share their information, preferences, and interests on these websites. This research draws on communications privacy management theory and the online privacy literature to develop and validate an empirical research model testing users’ willingness to share sensitive data on Facebook. The data were collected using an online survey from 569 respondents, however; 515 responses were valid for the statistical analysis. The valid data were analyzed using SMARTPLS2. The findings showed the need for attention as a significant predictor of Facebook users’ willingness. Neither individual perceptions of privacy control nor privacy risks had an impact on the variable of interest. Furthermore, the evidence supported the positive impact of each of deposition to value privacy and the perceived effectiveness of Facebook’s privacy policy on mitigating Facebook users’ perceptions of the risks of posting their private data on the website. The paper discusses the study’s theoretical and managerial implications along with its limitations.