Tech Bitch

Social networks have grown rapidly in the UK over the last few years and their share of total UK Internet visits more than trebled between November 2005 and October 2007.

As social networks expand their subscriber base, the network effect kicks in and the average time users spend on them increases as their number of friends and contacts increase.

For example, Bebo trebled its market share of UK Internet visits between February 2005 and 2006, and at the same time its average session time increased from 6 minutes, 22 seconds to 21 minutes, 32 seconds (Source: Hitwise). Consequently, social networks now receive one in every five page impressions in the UK - more than any other industry, including search engines and shopping & classifieds.

If any further evidence of social networking’s popularity is required, Christmas Day 2007 was the busiest day ever for social networks in the UK: Facebook was the third most visited Web site in the UK over the Christmas period, pushing eBay into fourth place for the first time since January 2005. But there’s a common misconception by users that these sites are altruistic, created to make the world a more sociable place. It is these people I feel sorry for because they are sitting targets.

If the whole online social networking craze has passed you by, let me take a moment to explain. There are Web sites out there that function much like an online community of Internet users. The most popular sites are MySpace, FaceBook and Bebo. Depending on the Web site in question, many of these online community members share a common interest such as hobbies, religion, or politics. Once you are granted access to a social networking Web site you can begin to socialise. This socialisation may include reading the profile pages of other members and possibly even contacting them.

This is where I start to have a problem. Actually, my problem starts from the outset - why are so-called ‘friends’ using the Internet to communicate? Isn’t that why God gave us the power of speech? Secondly, and perhaps more importantly, users of these sites divulge the most initimate of personal details that are being lapped up by advertisers looking to push products down your thoat while you catch up on the weekend’s gossip, as well as shaddy fraudsters sifting through your profile to extract personal data that can be used to extort money from your bank account.

Since most people access social networking sites from the comfort and privacy of their home or office, they can be lulled into a false sense of anonymity. Additionally, the lack of physical contact on social network site can lower users’ natural defenses, leading individuals into disclosing information they would never think of revealing to a person they just met on a street - or at a party.

Although some of these details may seem harmless, they actually provide rich pickings for criminals. Your date of birth and where you live is enough for someone to set up a credit card in your name. So while most people wouldn’t give this information to a stranger in real life, they will happily post it online where people they don’t know can see it. Of course, the user can make their profile private so only accepted friends can contact them, but there are plenty of users out there that don’t take these necessary safety precations and leave their personal data on show for anyone to see.

As a heavy Internet user you’re probably aware of the dangers of indentity theft, but there’s another dark side to online social networking - advertising. Advertisers are clamoring to engage people on social networking sites in hopes of generating viral brand awareness and affinity. The idea is to look for new opportunities in what’s known as user-generated content. Apparently the possibilities are huge (FaceBook says it’ll be bigger than Google), but the way advertisers are targetting users is worrying. Did you know that there are actually companies paid to sift through blogs/postings to pick out core keywords that can be used to target specific users? So, if you find that you and your friends talk a lot about movies, sport and holidays, be prepared for targetted ads selling cheap flights for snowboarders who like popcorn.

Social network sites are potentially useful business tools (LinkedIn is gowing in popularity), but only if you approach them with an adequate amount of caution and common sense. If you’re thoughful, discreet, skeptical, professional, wary, and check privacy policies, you’ve got nothing to worry about. Or am I just missing the point? My advice is to stay well clear.