One of Facebook’s own former directors encountered the pointy end of the sharp stick that is the social network’s privacy controls, according to BuzzFeed. Randi Zuckerberg is the former marketing director of Facebook and founder Mark Zuckerberg’s sister. She had a private photo of hers reposted to a Twitter feed by a friend of a friend who did not realize the shared photo was, in fact, not for public consumption.

Zuckerberg initially posted the photo to her timeline showing her family’s glowing reaction to Facebook’s new Poke application. The photo was not posted publicly for all to see, but was visible to Callie Schweitzer, director of marketing and special products at Vox Media. Schweitzer was friends with someone tagged in the picture.

Schweitzer mistook the photo as available for public consumption and posted it to her Twitter feed. Zuckerberg responded by calling Schweitzer’s actions “way uncool,” and said the issue was not about privacy settings, but “human decency” (she has since deleted the first tweet).

The social mores attached to a reposted photo from one social service to another are not a concern among regular users. But even though Schweitzer was perfectly aware of her relationship to Zuckerberg, it was still unclear based on Facebook’s display how private the photo was (an icon within each timeline post will show the audience for the post if rolled over, but it’s not immediately obvious).

How we forget the new echelon of etiquette that we never asked for that comes with using services like Facebook! We have a hard time laying the blame with new social rules, though, given that content privacy is increasingly the exception rather than the rule on Facebook.