Social Media – challenges
Another relevant aspect to consider is that in social media the product being “sold” is the individual, i.e. the consumer. This has clearly been highlighted in the recent public discussion regarding Facebook and its development. Facebook's founder Mark Zuckerberg says he wants the world to share. Critics say he wants to steal our privacy to make billions. (Ref. The Sunday Times, 4th December 2011). The more personal information we share in social networks, the more it is utilized to personalize offerings and information targeted to the individual. In fact Google are in the process of revamping their search engine to give more personal results based on the individual’s information and behavior.