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Facebook and MySpace start 'hyper-targeting' The world of advertising is set to change as social networking sites open up their pages to advertisers. The sites Facebook and MySpace are now seemingly locked in a battle to win over advertisers by offering them exclusive access to visitors' pages on their websites. Both sites will allow companies to place targeted adverts based on the information their users have provided in their profile. There is a huge amount of data for advertisers to aim at, including geographical details, hobbies, employment, likes and dislikes and a whole world more. This opens up enormous potential for advertisers for what is now being called 'hyper-targeting'. The sites have calmed fears that private information might be used. MySpace has assured its users that only data they choose to be made public will be available to advertisers. The social networking sites have hundreds of millions of users, half of whom logon to their personal pages on a daily basis. The sites allow people to connect with others across the globe and are now an important part of people's lives. Facebook CEO Mark Zuckerberg described how his new ads would work: "It's no longer just about messages that are broadcast by companies, but increasingly about information that is shared between friends," he said. Zuckerberg described how advertisers will also use Facebook to advertise: "The core of every user's experience on Facebook is their page and that's where businesses are going to start as well," he explained. He added: "The first thing businesses can do is design a page to craft the exact experience they want people to see." Companies such as Coca Cola, Microsoft and Sony have already signed up.

The popularity of social networking sites such as Facebook, MySpace, Twitter, LinkedIn, and Classmates.com more than quadrupled from 2005 to 2009. Many users say the sites are good for our society, but others contend that the dangers of social media outweigh the benefits. Proponents of social networking sites argue that these online communities promote increased communication with friends and family, familiarize people with valuable computer skills, and allow contact with people from around the world. Opponents argue that social networking sites expose children to predators, increase vulnerability to computer viruses, lower worker productivity, and promote narcissism and short attention spans.