A social networking website can be defined as one that equips any internet user with the ability to add self-generated content that includes but is not limited to comments, reviews, own dedicated pages, feedback, ratings etc.
These are strongly knit online communities of people who usually have a common interest or goal. Members of these communities interact with each other through a wide range of ways - e-mail, instant messaging, blogs and news feeds that carry valuable and relevant information. They are no doubt powerful in their ability to facilitate communication and influence the players.
These social networks on the Internet provide marketers with potential user information that includes the user’s preferences as well as their social relationships. They determine who is associated with who, how frequently they interact online with each other, what are the common interests, what are the current issues that are discussed etc.
Depending on the website, we find the online community members share common interests in lifestyle, hobbies, learning, religion, or politics. Once enrolling as a member of the site, it grants access to the whole networking website and the socializing process can be started. As part of socialization, one may read the profile pages of other members of the site and can contact them.
The simple and powerful Social Networking Sites have gained tremendous popularity with an increasing number of people spending substantial time on SNS.
Examples of social networking sites include Facebook, Myspace, Orkut, and professional networks, like LinkedIn, LabRoots etc.
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