What user should apache and PHP be running as? What permissions should /var/www files have?

I just spun up an Ubuntu 11.10 box and then ran apt-get install apache2 php5 to install apache2 and PHP 5 on the box. Now it is functioning as a “web server” and it loads the “It Works!” page. Now I’m trying to tighten up security and I have the following questions about linux web servers: