The high internet usage from college students has drawn the attention of different marketers. However, research pertaining to statistics of social media usage among youngsters, especially college students in Malaysia and their choice in social networking sites (SNSs), are still very few. The objective of this paper is to study the choices and the prioritised criteria in choosing SNSs among college students by using Analytical Hierarchy Process (AHP). Findings revealed that privacy attention and awareness are rapidly increasing among college students since privacy threats could hardly be ignored.