It’s official—social networking has become the most popular online activity for most Internet users. Twitter’s traffic has increased multifold over the last year. Facebook had more than 100 million visitors in December 2009. In fact, according to Nielsen’s latest survey, Facebook is now the most popular home page over Google, Yahoo! and others.1 Even more fascinating is the fact that mobile net use has skyrocketed. When you see someone using their mobile phone, it is much more likely they are using it for social networking purposes than for an old-fashioned voice call.
As a result of this trend, companies that were long content to have a Web site consisting of nothing more than an online brochure are now actively exploring creating Web sites with social media capabilities. Before implementing social media capabilities (e.g., hosting user-generated content, giving users the ability to share content with other members of the Web site community), though, the company should weigh the business justification for doing so, because the legal issues involved can be tricky.
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