The rate of growth of Social Networking Services (SNS) has significant implications for computer and cyber-crime management. In exploring the human side of security, studies have shown that any security response requires more than technical solutions. This is even more so as users are often seen as the key point of vulnerabilities for computer systems including SNS. This study seeks to explore what are the important values in understanding measures to maximize end-user security and privacy concerns in SNS settings. The study applies the Value-focused Thinking (VFT) methodology to determine the users’ values and objectives, with an initial focus on a developing context. With online users in developing countries surpassing more developed regions, it is imperative that focused attention to this domain is granted. The study found that privacy, confidentiality, integrity of SNS, security controls, awareness campaigns, corporate social responsibility and personal responsibility are fundamental values in maximizing user security and privacy conditions. Corporate social responsibility was one of the findings from this research which underlined the important role of businesses including the service providers in maintaining the integrity of SNS environment.