Controlling the propagation of information in social networks is a problem of growing importance: On one hand, users wish to freely communicate and interact with their peers. On the other hand, the information they spread can bring to harmful consequences if it falls in the wrong hands. There is therefore a trade-off between utility, i.e., reaching as many intended nodes as possible, and privacy, i.e., avoiding the unintended ones. The problem has attracted the interest of the research community, and some models have already been proposed to study how information propagate and to devise policies satisfying the intended privacy and utility requirements. In this paper we adapt the basic framework of Backes et al. to include more realistic features, that in practice influence the way in which information is passed around. More specifically, we consider: (a) the topic of the shared information, and (b) the time spent by users to forward information among them. For both features, we show a way to reduce our model to the basic one, thus allowing us to extend to our scenario the methods provided in the seminal paper. Furthermore, we propose an enhanced formulation of the utility/privacy policies, to maximize the expected number of reached users among the intended ones, while minimizing this number among the unintended ones, and we show how to adapt the basic techniques to these enhanced policies.