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Social networks connect people at low cost; this can be
beneficial for entrepreneurs and small businesses looking to expand their
contact base. These networks often act as a customer relationship management
tool for companies selling products and services. Companies can also use social
networks for advertising in the form of banners and text ads. Since businesses
operate globally, social networks can make it easier to keep in touch with
contacts around the world.
Medical applications
Social networks are beginning to be adopted by healthcare
professionals as a means to manage institutional knowledge, disseminate peer to
peer knowledge and to highlight individual physicians and institutions. The
advantage of using a dedicated medical social networking site is that all the
members are screened against the state licensing board list of practitioners.
The role of social networks is especially of interest to pharmaceutical
companies who spend approximately "32 percent of their marketing
dollars" attempting to influence the opinion leaders of social networks.
Languages, nationalities and academia
Various social networking sites have sprung up catering to
different languages and countries. The popular site Facebook has been cloned
for various countries and languages and some specializing in connecting
students and faculty.
Social networks for social good
Several websites are beginning to tap into the power of the
social networking model for social good. Such models may be highly successful
for connecting otherwise fragmented industries and small organizations without
the resources to reach a broader audience with interested and passionate users.
Users benefit by interacting with a like-minded community and finding a channel
for their energy and giving.
Business model
Few social networks currently charge money for membership.
In part, this may be because social networking is a relatively new service, and
the value of using them has not been firmly established in customers' minds.
Companies such as MySpace and Facebook sell online advertising on their site.
Hence, they are seeking large memberships, and charging for membership would be
counter productive. Some believe that the deeper information that the sites
have on each user will allow much better targeted advertising than any other
site can currently provide. Sites are also seeking other ways to make money,
such as by creating an online marketplace or by selling professional
information and social connections to businesses.
Privacy issues
On large social networking services, there have been growing
concerns about users giving out too much personal information and the threat of
sexual predators. Users of these services need to be aware of data theft or
viruses. However, large services, such as MySpace, often work with law
enforcement to try to prevent such incidents. In addition, there is a perceived
privacy threat in relation to placing too much personal information in the
hands of large corporations or governmental bodies, allowing a profile to be
produced on an individual's behavior on which decisions, detrimental to an
individual, may be taken.
Investigations
Social network services are increasingly being used in legal and criminal investigations. Information posted on sites such as MySpace and Facebook, has been used by police, probation, and university officials to prosecute users of said sites. In some situations, content posted on MySpace has been used in court.
1 According to the text, social networks .
- advertise on business web sites.
- are being used by businesses for marketing.
- are about friendships.
- can damage business reputations.
2 Why do advertisers like social nework sites?
- They are cost-effective to advertise on.
- Most users have high disposable income.
- Detailed information on each user allows targeted ads.
- They can influence consumer behaviour.
3 What does the expression 'sprung up' in paragraph 4 mean?
- there has been rapid development of social networking sites
- the development of social networking is unplanned
- everybody is trying to copy Facebook
- social networking works in all languages
4 What does the word 'Few' at the beginning of paragraph 6 mean?
- Not any
- Some
- Only
- Hardly any
5 What should users not do on social networks?
- be too free with their personal information
- download viruses
- contact predators
- upload copyrighted usic
6 What does the word 'deeper' in paragraph 6 mean?
- more spiritual
- more detailed
- more profound
- more emphatic
7 Personal information on social network sites
- can be used in court
- gives a good description of the user's personality
- is sold to the government
- i s translated into many languages
8 Social networking is great for .
- academic organisations
- people who write too much information about themselves
- the law enforcement agencies
- groups of people separated over wide areas
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