SOCIAL NETWORKING SITES A Research Report Into Attitudes Behaviors And Use

A RO!ECT STU"# SUB$ITTE" IN ARTIAL %UL%ILL$ENT %OR T&E RE'UIRE$ENT O% T&E TWO #EAR OST GRA"UATE "I LO$A IN $ANAGE$ENT (%ULL)TI$E*

B# NI UN TRIK&A +, - .//,)0/

UN"ER T&E GUI"ANCE O%1 ro23 S3 $3 arihar

LAL BA&A"UR S&ASTRI INSTITUTE O% $ANAGE$ENT4 "EL&I

[NIPUN TRIKHA (58/08)] 1

!AN ./0/

TABLE OF CONTENTS
Contents Page No.

1. Title Page 2. List of Contents 3. Executive Summary . !ntro"uction to t#e $ro%lem '. (%)ective *+ationale of Stu"y &. +evie- of Literature .. +esearc# /et#o"ology ,. +esult 0. Conclusion 1'. %i%liogra$#y

(i) (ii)

& , 1' 10 21 2, 31

[NIPUN TRIKHA (58/08)] 2

LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI Sector-3, R. K. Pura , De!"#

2ate"33333 $ERTIFI$ATE

Certifie" t#at /r Ni$un Tri4#a #as successfully com$lete" Pro)ect Stu"y entitle" Soc#a! Net%or&#'( S#te)* A Re)earc" Re+ort #'to att#tu,e -e"a.#or a', u)e/ un"er my gui"ance. !t is #is 5 #er original -or46 an" is fit for evaluation in $artial fulfillment for t#e re7uirement of t#e T-o 8ear (9ull:Time) Post ;ra"uate 2i$loma in /anagement.

Ni$un Tri4#a

2r. S Pari#ar

[NIPUN TRIKHA (58/08)] 3

E0E$UTI1E SUMMAR2

[NIPUN TRIKHA (58/08)] 4

E3ecut#.e Su

ar4

T#e ra$i" gro-t# of social net-or4ing t#at #as %een o%serve" over t#e last t-o to t#ree years is in"icative of its entry into mainstream culture an" its integration into t#e "aily lives of many $eo$le. !n $arallel -it# t#is6 t#ere #as also %een consi"era%le me"ia coverage of t#e gro-t# of social net-or4ing6 its $otential $ositive outcomes an" concerns a%out t#e -ay t#at some $eo$le are engaging -it# it. Social net-or4ing sites offer $eo$le ne- an" varie" -ays to communicate via t#e internet -#et#er t#roug# t#eir PC or t#eir mo%ile $#one. T#ey allo- $eo$le to easily an" sim$ly create t#eir o-n online $age or $rofile an" to construct an" "is$lay an online net-or4 of contacts6 often calle" <frien"s=. >sers of t#ese sites can communicate via t#eir $rofile %ot# -it# t#eir <frien"s= an" -it# $eo$le outsi"e t#eir list of contacts. T#is can %e on a one:to:one %asis (muc# li4e an email)6 or in a more $u%lic -ay suc# as a comment $oste" for all to see. 9or t#e $ur$ose of t#is researc# re$ort -e #ave $ur$osely focuse" on t#e social an" communications as$ects of social net-or4ing sites. ?e #ave "eli%erately not inclu"e" eit#er online net-or4s "e"icate" to %usiness net-or4ing6 or user:generate" content (>;C) sites (as t#e latter=s $rimary focus is on content creation an" s#aring rat#er t#an t#e "evelo$ment of online social net-or4s). Li4e ot#er communications tools6 social net-or4ing sites #ave certain rules6 conventions an" $ractices -#ic# users #ave to navigate to ma4e t#emselves un"erstoo" an" avoi" "ifficulties. T#ese range from t#e eti7uette of commenting on ot#er $eo$le@s $rofiles to un"erstan"ing -#o one "oes an" "oesn=t a"" as a <frien"=. Social net-or4ing sites also #ave some $otential $itfalls to negotiate6 suc# as t#e uninten"e" conse7uences of $u%licly $osting sensitive $ersonal information6 confusion over $rivacy settings6 an" contact -it# $eo$le one "oesn=t 4no-. T#is researc# aims at fin"ing t#e res$onse of t#e users an" non users to-ar"s t#is form of ommunication. !t is also an attem$t to $rofile t#e users among "ifferent ty$es "e$en"ing u$on #eir style of usage an" t#eir motivating factors.

[NIPUN TRIKHA (58/08)] 5

OB5E$TI1E 6 RATIONALE

[NIPUN TRIKHA (58/08)] 6

O-7ect#.e o8 Stu,4
PRIMAR2 OB5E$TI1E*
To un"erstan" t#e attitu"e an" %e#avior of t#e users of social net-or4ing sites.

SE$ONDAR2 OB5E$TI1E)*
1. To analyAe t#e usage $attern of "ifferent users an" segment t#e users "e$en"ing u$on t#em. 2. To collect information a%out -#y certain segments of internet users still re)ect t#ese sites. 3. To fin" -#et#er t#ere exist any sco$e of $ersonaliAation5customisation of services on t#ese sites.

Rat#o'a!e a', Sco+e o8 )tu,4

Social net-or4ing sites are t#e most visite" sites on internet to"ay. T#ey ta4e ma)or c#un4 of t#e usage time of interent for ma)ority of users. B$art from mailing an" 4no-le"ge %ase" services t#ese sites are most "emn"e" sites. !n -a4e of t#is scenario t#ere is a felt nee" to un"erstan" t#e users of t#ese sites. >n"erstan"ing t#e attitu"e an" %e#avior of t#ese users -ill #el$ mar4eters in general an" t#ese com$anies in $articular in #aving a focuse" a$$roac# -#ile reac#ing out ot t#eir custoemers t#roug# t#e me"ium of interent

[NIPUN TRIKHA (58/08)] 7

INTRODU$TION

[NIPUN TRIKHA (58/08)] 8

INTRODU$TION
SO$IAL NET9ORKING SITES*
Bt t#e most %asic level social net-or4ing sites are sites -#ic# allo- users to set u$ online $rofiles or $ersonal #ome$ages6 an" "evelo$ an online social net-or4. T#e $rofile $age functions as t#e user=s o-n -e%$age an" inclu"es $rofile information ranging from t#eir "ate of %irt#6 gen"er6 religion6 $olitics an" #ometo-n6 to t#eir favorite films6 %oo4s 7uotes an" -#at t#ey li4e "oing in t#eir s$are time. !n a""ition to $rofile information6 users can "esign t#e a$$earance of t#eir $age6 an" a"" content suc# as $#otos6 vi"eo cli$s an" music files. >sers are a%le to %uil" a net-or4 of connections t#at t#ey can "is$lay as a list of frien"s. T#ese frien"s may %e offline actual frien"s or ac7uaintances6 or $eo$le t#ey only 4no- or #ave met online6 an" -it# -#om t#ey #ave no ot#er lin4. !t is im$ortant to note t#at t#e term <frien"=6 as use" on a social net-or4ing site6 is "ifferent from t#e tra"itional meaning given to t#e term in t#e offline -orl". !n t#is re$ort -e -ill use t#e term as it is use" on a social net-or4ing siteC anyone -#o #as invite"6 or %een invite" %y6 anot#er user6 to %e t#eir <frien"=.

!n a more colla%orative an" $eer:to:$eer manner >sers communicate an" colla%orate -#ile at t#e same time contri%ute an" $artici$ate !s s#a$ing t#e -ay you -or4 an" interact -it# information on t#e -e% /in"set c#ange to-ar"s colla%orative $artici$ation S#ifts t#e focus to t#e user of t#e information >ser can searc#6 c#oose6 consume an" mo"ify t#e relevant content

Bu)#'e)) a++!#cat#o')
T#e use of social net-or4 services in an enter$rise context $resents t#e $otential of #aving a ma)or im$act on t#e -orl" of %usiness an" -or4 (9raser * 2utta 211,). Social net-or4s connect $eo$le at lo- costD t#is can %e %eneficial for entre$reneurs an" small %usinesses loo4ing to ex$an" t#eir contact %ases. T#ese net-or4s often act as a customer relations#i$ management tool for com$anies selling $ro"ucts an" services. Com$anies can also use social net-or4s for a"vertising in t#e form of %anners an" text a"s. Since %usinesses o$erate glo%ally6 social net-or4s can ma4e it easier to 4ee$ in touc# -it# contacts aroun" t#e -orl". (ne exam$le of social net-or4ing %eing use" for %usiness $ur$oses is Lin4e"!n.com6 -#ic# aims to interconnect $rofessionals. Lin4e"!n #as over 1 million users in over 211 countries.
[NIPUN TRIKHA (58/08)] 9

I',u)tr4 a'a!4)#)
T#e num%er of social net-or4ing sites is ex$lo"ing t#roug#out t#e -orl". (n t#e %asis of content t#ere are t#eir ty$es of sitesC 1. 9#,(et or co +o'e't -a)e,* Provi"es soft-are a$$lications an" com$onents. 2. A((re(at#o':co -#'at#o' o8 #'8or at#o'* collection of information e.g. 2o-nloa".com 3. $o'te't )"ar#'(* users s#are an" "iscuss $ersonal an" $rofessional contents. eg or4ut an" face%oo4 . $o!!a-orat#.e 8#!ter#'(* 2ata is filtere" to #ave a focuse" content Eg last.fm6 in.fm

[NIPUN TRIKHA (58/08)] 10

T#is stu"4 is concerne" -it# content s#aring ty$es social net-or4ing sites eg or4ut an" face%oo4..

Li4e ot#er communications tools6 social net-or4ing sites #ave certain rules6 conventions an" $ractices -#ic# users #ave to navigate to ma4e t#emselves un"erstoo" an" avoi" "ifficulties. T#ese range from t#e eti7uette of commenting on ot#er $eo$le@s $rofiles to un"erstan"ing -#o one "oes an" "oesn=t a"" as a <frien"=. Social net-or4ing sites also #ave some $otential $itfalls to negotiate6 suc# as t#e uninten"e" conse7uences of $u%licly $osting sensitive $ersonal information6 confusion over $rivacy settings6 an" contact -it# $eo$le one "oesn=t 4no-. T#is researc# aims at fin"ing t#e res$onse of t#e users an" non users to-ar"s t#is form of ommunication. !t is also an attem$t to $rofile t#e users among "ifferent ty$es "e$en"ing u$on #eir style of usage an" t#eir motivating factors.

[NIPUN TRIKHA (58/08)] 11

ANAL2SIS OF SITES*

(+E>T
(r4ut is a free:access social net-or4ing service o-ne" an" o$erate" %y ;oogle. T#e service is "esigne" to #el$ users meet ne- frien"s an" maintain existing relations#i$s. T#e -e%site is name" after its creator6 ;oogle em$loyee (r4ut FGyG44H4ten. Blt#oug# (r4ut is less $o$ular in t#e >nite" States t#an com$etitors 9ace%oo4 an" /yS$ace6 it is one of t#e most visite" -e%sites in !n"ia an" FraAil.I2J !n fact6 as of 2ecem%er 21106 ..&K of (r4ut@s users are from FraAil6 follo-e" %y !n"ia -it# 3,.'K

9EBT>+ESC T#emes P#o s#aring Li"eo s#aring ;aming an" #orosco$es a$$lications Communities
t#e follo-ing "iagram gives t#e traffic on or4ut on 1 )an 2110 an" its %ra4u$ in terms of t#e countryC

[NIPUN TRIKHA (58/08)] 12

9BCEF((E
Face-oo& is a social net-or4ing -e%site t#at is o$erate" an" $rivately o-ne" %y 9ace%oo46 !nc. I1J >sers can a"" frien"s an" sen" t#em messages6 an" u$"ate t#eir $ersonal $rofiles to notify frien"s a%out t#emselves. B""itionally6 users can )oin net-or4s organiAe" %y city6 -or4$lace6 sc#ool6 an" region. T#e -e%site@s name stems from t#e collo7uial name of %oo4s given at t#e start of t#e aca"emic year %y university a"ministrations -it# t#e intention of #el$ing stu"ents to get to 4no- eac# ot#er %etter. /ar4 Muc4er%erg foun"e" 9ace%oo4 -it# #is college roommates an" fello- com$uter science stu"ents E"uar"o Saverin6 2ustin /os4ovitA an" C#ris Nug#es -#ile #e -as a stu"ent at Narvar" >niversity.I'J T#e -e%site@s mem%ers#i$ -as initially limite" to Narvar" stu"ents6 %ut -as ex$an"e" to ot#er colleges in t#e Foston area6 t#e !vy League6 an" Stanfor" >niversity. !t later ex$an"e" furt#er to inclu"e any university stu"ent6 t#en #ig# sc#ool stu"ents6 an"6 finally6 to anyone age" 13 an" over. T#e -e%site currently #as more t#an 3'1 million active users -orl"-i"e.I&J 9EBT>+ES T#emes P#oto an" vi"eo s#aring Sen"ing gifts E"ucational an" ot#er a$$lications

HI5.COM
hi5 is a social networking website, which, throughout 2007, was one of the 25 most visited sites on the web. The company was founded in 2002 by Ramu alamanchi who is also the current !"#. $s of %ecember 2007, hi5 had over &' million members. (n hi5, users create an online profile in order to show information such as interests, age and hometown and upload user pictures where users can post comments. hi5 also allows the user to create personal photo albums and set up a music player in the profile. )sers can also send friend re*uests via e+mail to other users. ,hen a person receives a friend re*uest, he or she may accept or decline it, or block the user altogether. (f the user accepts another user as a friend, the two will be connected directly or in the -st degree. The user will then appear on the person.s friend list and vice+versa. /ome users opt to make their profiles available for everyone on hi5 to view. #ther users e0ercise the option to make their profile viewable only to those people who are in their network. The network of friends consists of a user.s direct friends 1-st
[NIPUN TRIKHA (58/08)] 13

degree2, the friends of those direct friends 12nd degree2 and the friends of the friends of direct friends 13rd degree2

[NIPUN TRIKHA (58/08)] 14

MYSPACE.COM
MySpace is a social networking website offering an interactive, user+submittednetwork of friends, personal profiles, blogs, groups, photos, music and videos internationally. (t is head*uartered in 4everly 5ills, !alifornia, )/$, where it shares an office building with its immediate owner, 6o0 (nteractive 7edia8 in turn, the owner of 6o0 (nteractive and herefore 7y/pace, 9ews !orporation, is head*uartered in 9ew ork !ity. $ccording to $le0a (nternet, 7y/pace is currently the world.s si0th most popular "nglish+language website and the si0th most popular website in any language, and the third most popular website in the )nited /tates, though it has topped the chart on various weeks. The service has gradually gained more popularity than similar websites to achieve nearly '0 percent of visits to online social networking websites. The company employs 300 staff and does not disclose revenues or profits separately from 9ews !orporation. ,ith the -00 millionth account being created on $ugust &, 200:, in the 9etherlands and a news story claiming -0: million accounts on /eptember ', 200:, the site reportedly attracts new registrations at a rate of 230,000 per day. $s of %ecember -', 2007, there are over 300 million accounts.

$part from the ones that are stated above there are othere sites like ;inkedin, in.com that also provide some form of social networking but they do not form the scope of the study as they are more concentrated on certain functional aspects. /ome of such sites are< -. ;inked in for professionals 2. %ownload.com for widgets 3. (n.com and list.fm for music lovers =. 4logspots etc

[NIPUN TRIKHA (58/08)] 15

LITERATURE RE1IE9

[NIPUN TRIKHA (58/08)] 16

LITERATURE RE1IE9
Social net-or4ing sites offer $eo$le ne- an" varie" -ays to communicate via t#e internet6 -#et#er t#roug# t#eir PC or t#eir mo%ile $#one. Exam$les inclu"e /yS$ace6 9ace%oo4 an" Fe%o. T#ey allo- $eo$le to easily an" sim$ly create t#eir o-n online $age or $rofile an" to construct an" "is$lay an online net-or4 of contacts6 often calle" <frien"s=. >sers of t#ese sites can communicate via t#eir $rofile %ot# -it# t#eir <frien"s= an" -it# $eo$le outsi"e t#eir list of contacts. T#e ra$i" gro-t# of social net-or4ing sites in recent years in"icates t#at t#ey are noa mainstream communications tec#nology for many $eo$le. O8co o88#ce o8 co u'#cat#o') #as "one a researc# on several as$ects of social net-or4ing sites an" t#eir results are as follo-sC U)er) create %e!!-,e.e!o+e, +ro8#!e) a) t"e -a)#) o8 t"e#r o'!#'e +re)e'ce T#e 7ualitative researc# confirme" t#e im$ortance of a -ell:"evelo$e" $rofile to $eo$le=s use of t#ese sites. Profiles often contain very "etaile" information a%out t#e user6 even t#oug# it is not com$ulsory to $rovi"e t#is. >sers also en)oy customising t#eir $rofiles6 $osting $#otos6 -atc#ing vi"eo content6 $laying online games6 an" in some circumstances6 ex$erimenting -it# as$ects of t#eir $ersonalities. Fuil"ing a $rofile in t#is -ay ena%les users to efficiently "evelo$ a -i"e online social net-or4 %y ma4ing t#e most of t#e communications o$$ortunities t#at social net-or4ing offers. >sers "erive significant en)oyment from t#e $rocess of %uil"ing a social net-or46 collecting a list of t#eir frien"s an" using t#is list of frien"s to %ro-se ot#ers= $rofiles. U)er) )"are +er)o'a! #'8or at#o' %#t" a %#,e ra'(e o8 ;8r#e',)< Blt#oug# contact lists on sites tal4 a%out =frien"s=6 social net-or4ing sites stretc# t#e tra"itional meaning of <frien"s= to mean anyone -it# -#om a user #as an online connection. T#erefore t#e term can inclu"e $eo$le -#o t#e user #as never actually met or s$o4en to. >nli4e offline (or <real -orl"=) frien"s#i$6 online frien"s#i$s an" connections are also "is$laye" in a $u%lic an" visi%le -ay via frien" lists. T#e $u%lic "is$lay of frien" lists means t#at users often s#are t#eir $ersonal "etails online -it# $eo$le t#ey may not 4no- at all -ell. T#ese "etails inclu"e religion6 $olitical vie-s6 sexuality an" "ate of %irt# t#at in t#e offline -orl" a $erson mig#t only s#are only -it# close frien"s. 9"#!e co u'#cat#o' %#t" &'o%' co'tact) %a) t"e o)t +o+u!ar )oc#a! 'et%or&#'( act#.#t4, => ? o8 a,u!t) u)e, t"e#r +ro8#!e to co u'#cate %#t" +eo+!e t"e4 ,o 'ot &'o%. T"#) #'crea)e) a o'( 4ou'(er a,u!t) Fot# 7uantitative an" 7ualitative researc# s#o-e" t#at communication -as t#e most $o$ular activity on social net-or4ing sites. >sers communicate" mainly -it# $eo$le -it# -#om t#ey #a" at least some form of $re:existing relations#i$. Sixty:nine $er cent of a"ults -#o #ave a social net-or4ing $age or $rofile use" social net-or4ing sites to tal4 to frien"s or family -#o t#ey sa- regularly any-ay6 com$are" to 1.K of a"ults -#o use" sites to tal4 to t#ose t#ey "i"n=t alrea"y 4no-. !n $articular users of all ages a$$reciate" social net-or4ing sites as a
[NIPUN TRIKHA (58/08)] 17

means to manage t#eir existing relations#i$s6 an" $articularly for getting %ac4 in contact -it# ol" frien"s. Bmong t#ose -#o re$orte" tal4ing to $eo$le t#ey "i"n=t 4no-6 t#ere -ere significant variations in age6 %ut t#ose -#o tal4e" to $eo$le t#ey "i"n=t 4no- -ere significantly more li4ely to %e age" 1&:2 (22K of t#ose -it# a social net-or4ing $age or $rofile) t#an 2':3 (.K of t#ose -it# a $rofile). !n t#eir 7ualitative sam$le6 several $eo$le re$orte" using sites in t#is -ay to loo4 for romantic interests. O'!4 a 8e% u)er) "#("!#("te, 'e(at#.e a)+ect) to )oc#a! 'et%or&#'( T#e ma)ority of comments in t#ier 7ualitative sam$le -ere $ositive a%out social net-or4ing. B fe- users "i" mention negative as$ects to social net-or4ing6 an" t#ese inclu"e" annoyance at ot#ers using sites for self:$romotion6 $arties organise" online getting out of #an"6 an" online %ullying. $o'cer') a-out +r#.ac4 a', )a8et4 are 'ot ;to+ o8 #',< 8or o)t u)er) T#e $eo$le -#o use social net-or4ing sites see t#em as a fun an" easy leisure activity. Blt#oug# t#e su%)ect of muc# "iscussion in t#e me"ia6 in =s 7ualitative researc# $rivacy an" safety issues on social net-or4ing sites "i" not emerge as <to$ of min"= for most users. !n "iscussion6 an" after $rom$ting6 some users in t#e 7ualitative stu"y "i" t#in4 of some $rivacy an" safety issues6 alt#oug# on t#e -#ole t#ey -ere unconcerne" a%out t#em. !n a""ition6 t#eir 7ualitative stu"y foun" t#at all users6 even t#ose -#o -ere confi"ent -it# !CT foun" t#e settings on most of t#e ma)or social net-or4ing sites "ifficult to un"erstan" an" mani$ulate. Several areas of $otentially ris4y %e#avit#eir are suggeste" %y t#e 7ualitative an"5or 7uantitative researc#. T#ese inclu"eC O !ea.#'( +r#.ac4 )ett#'() a) ,e8au!t ;o+e'< ( Social Net-or4ing 7ualitative researc#) P 1K of c#il"ren age" ,:1. -#o #a" a visi%le $rofile #a" t#eir $rofile set so t#at it -as visi%le to anyone (C#il"ren6 young $eo$le an" online content 7uantitative researc#) an" K of a"ults -#o #a" a current $rofile sai" t#eir $rofile coul" %e seen %y anyone& (t#is -as more li4ely among t#ose age" 1,:2 ) (B"ult /e"ia Literacy Bu"it 211,)D O (#.#'( out )e')#t#.e +er)o'a! #'8or at#o', +"oto(ra+") a', ot"er co'te't ( social net-or4ing sites researc#5;et Safe (nline +e$ort 211.). T#eir 7ualitative researc# foun" t#at some users -illingly gave out sensitive $ersonal information. T#is -as su$$orte" %y t#e Get Safe Online researc# -#ic# foun" t#at 2'K of registere" social net-or4ing users #a" $oste" sensitive $ersonal "ata a%out t#emselves on t#eir $rofiles. T#is inclu"e" "etails suc# as t#eir $#one num%er6 #ome a""ress or email a""ress. 8ounger a"ults are even more li4ely to "o t#is6 -it# 3 K of 1&:2 year ol"s -illingly $osting t#is informationD O +o)t#'( co'te't @e)+ec#a!!4 +"oto)A t"at cou!, -e re+utat#o'a!4 ,a a(#'( ( Social Net-or4ing 7ualitative researc#). Exam$les range" from $osting $rovocative $#otos to $#otogra$#s of teac#ers "rin4ing an" smo4ing %eing seen %y t#eir $u$ils an" $u$ils= $arentsD an" O co'tact#'( +eo+!e t"e4 ,#,'<t &'o% @a',:or ,#,'<t &'o% %e!!A o'!#'e:acce+t#'( +eo+!e t"e4 ,#,'<t &'o% a) ;8r#e',)< ( Social Net-or4ing 7ualitative researc#) P 1.K of a"ult users sai" t#ey tal4e" to $eo$le on social net-or4ing sites t#at t#ey "i"n=t 4no- an" 3'K s$o4e to $eo$le -#o -ere Qfrien"s of frien"sR (B"ult /e"ia Literacy Bu"it 211,).

[NIPUN TRIKHA (58/08)] 18

T#eir 7ualitative researc# in"icates t#at some $eo$le are more li4ely t#an ot#ers to engage in $otentially ris4y %e#avior. T#is suggests t#at communications a%out t#e im$lications of $otentially ris4y %e#avior may nee" to %e loo4e" at in "ifferent -ays for "ifferent grou$s of $eo$le. T#eir 7ualitative researc# also s#o-e" t#at on t#e -#ole users a$$eare" unconcerne" a%out t#ese ris4s. T#ere are several reasons for t#is6 -#ic# inclu"e6 in no $articular or"erC O a lac4 of a-areness of t#e issuesD O an assum$tion t#at $rivacy an" safety issues #ave %een ta4en care of %y t#e sites t#emselvesD O lo- levels of confi"ence among users in t#eir a%ility to mani$ulate $rivacy settingsD O information on $rivacy an" safety %eing #ar" to fin" on sitesD O a feeling among younger users t#at t#ey are invinci%leD O a $erce$tion t#at social net-or4ing sites are less "angerous t#an ot#er online activities6 suc# as internet %an4ingD an"6 for some6 O #aving consciously evaluate" t#e ris4s6 ma4ing t#e "ecision t#at t#ey coul" %e manage".

Be)#,e) t"ere #) ot"er re!e.a't #'8or at#o' 8ro

ot"ere cource) )uc" a)*

Social networking sites, which allow users to uil! or e part o" online co##unities, account "or $$% o" the country&s Internet tra""ic /ocial networking sites, which allow users to build or be part of online communities, account for ==> of the country?s (nternet traffic, according to a report by consulting firm @u0t!onsult Research and !onsulting Avt. ;td. The space is dominated by global players such as #rkut, 7y/pace, 6acebook and 5i5. Boogle (nc.?s #rkut, launched in 200=, isthe most popular social networking site among (ndians with more than seven million users, but advertising is something the site has only recently dabbled with.

'he Perils O" Social (etworking )Y )*IA( +EA,O(

A virus, which has been fixed by Google, had affected between 4 lakh to 7 lakh users 7)74$(< Boogle recently added a new feature on #rkut where users can post $ctive C !ontent on their friend?s scrapbook. 4ut the feature turned out to be Boogle?s nemesis as an attacker used the vulnerability and posted a virus that affected between =,00,000 to 7,00,000 #rkut users. Though Boogle managed to fi0 the bug on Thursday, the incident has highlighted the security aspects of social networking sites such as #rkut that have a huge following in countries like (ndia. $ Boogle official, who re*uested anonymity, admitted that because of this bug several people received scraps from friends, who claimed they had never posted any such scraps. DThe newly introduced scrapbook feature had been e0ploited,E the official said. $ccording to !hetan Bupta, a 2:+year+old independent cyber security e0pert, DThe feature allows users to post clips, songs, animation etc on their as well as other user?s scrapbooks,E he said.
[NIPUN TRIKHA (58/08)] 19

Re)earc" Met"o,o!o(4

[NIPUN TRIKHA (58/08)] 20

Re)earc" Met"o,o!o(4
1. Primary +esearc# Primary "ata is collecte" t#roug# $ersonal intervie-s -it# t#e #el$ of structure" 7uestionnaires.

Sam$ling Tec#ni7ueC Convenient Sam$ling Sam$le >nitC /em%ers of #ouses -it# internet connection Sam$le 9rameC SNS users an" non users in 2el#i5NC+ Sam$le SiAeC 01

2. Secon"ary +esearc# B secon"ary literature revive -ill %e "one to stu"y t#e reasons %e#in" t#e gro-ing usage of suc# sites an" -#at are t#e various %e#avioral $atterns of users an" #o- "o t#ese sites im$act t#eir "ay to "ay lives.

BUESTIONAIRE DESIGN*
Suestionnaire -as "ivi"e" into five ma)or #ea"sC ;eneral information Time s$ent on sites Bctivities Privacy an" safety concerns T#eir analysis of sites

[NIPUN TRIKHA (58/08)] 21

DATA ANAL2SIS
?e #a" 01 fille" u$ 7uestionnaire. T#e "ata from t#ese 7uestionnaire -as analyAe" t#roug# follo-ing tec#ni7ues. $LUSTER ANAL2SIS C $!u)ter a'a!4)#) or c!u)ter#'( is t#e assignment of a set of o%servations
into su%sets (calle" clusters) so t#at o%servations in t#e same cluster are similar in some sense. 2e$e$"nng u$on t#e various motivating factors an" t#e styles of usage #ierc#ical clustering tec#ni7ues -as a$$lie". T#ere -as no nee" felt for factor analysis as only fe- varia%les emerge" from t#e stu"y

[NIPUN TRIKHA (58/08)] 22

RESULTS

[NIPUN TRIKHA (58/08)] 23

RESULTS *
T#e res$on"ents consiste" of &0K male $o$ulationC

T#eir age $rofile -as as suc#C

Soc#a! 'et%or&#'( )#te) are o)t +o+u!ar %#t" tee'a(er) a', 4ou'( a,u!t) T#is researc# s#o-s t#at )ust over one fift# (22K) of a"ult internet users age" 1&T an" almost #alf ( 0K) of c#il"ren age" ,:1. -#o use t#e internet #ave set u$ t#eir o-n $rofile on a social net-or4ing site. 9or a"ults6 t#e li4eli#oo" of setting u$ a $rofile is #ig#est among 1&:2 year ol"s (' K) an" "ecreases -it# age. So e u',er-=3) are -4-+a))#'( t"e a(e re)tr#ct#o') o' )oc#a! 'et%or&#'( )#te) 2es$ite t#e fact t#at t#e minimum age for most ma)or social net-or4ing sites is usually 13 (1 on /yS$ace)6 2.K of ,:11 year ol"s -#o are a-are of social net-or4ing sites say t#at t#ey #ave a $rofile on a site. ?#ile some of t#ese younger users are on sites inten"e" for younger
[NIPUN TRIKHA (58/08)] 24

c#il"ren6 t#e $resence of un"erage users on social net-or4ing sites inten"e" for t#ose age" 13 or over -as also confirme" %y 7ualitative researc# con"ucte" . T"e a.era(e a,u!t )oc#a! 'et%or&er "a) +ro8#!e) o' =.C )#te), a', o)t u)er) c"ec& t"e#r +ro8#!e at !ea)t e.er4 ot"er ,a4 B"ult social net-or4ers use a variety of sites6 -it# t#e main ones %eing Fe%o6 9ace%oo4 an" /yS$ace. !t is common for a"ults to #ave a $rofile on more t#an one site : on average eac# a"ult -it# a social net-or4ing $age or $rofile #as $rofiles on 1.& sites6 an" 30K of a"ults #ave $rofiles on t-o or more sites. Nalf of all current a"ult social net-or4ers say t#at t#ey access t#eir $rofiles at least every ot#er "ay. T#e site $eo$le c#oose to use varies "e$en"ing on t#e user. C#il"ren are more li4ely to use Fe%o (&3K of t#ose -#o #ave a social net-or4ing site $rofile)6 an" t#e most $o$ular site for a"ults is 9ace%oo4 (&2K of t#ose -#o #ave a social net-or4ing $rofile). T#ere is also a "ifference %et-een socio:economic grou$sC BFC1s -it# a social net-or4ing $rofile -ere more li4ely to use 9ace%oo4 t#an C22Es6 -#o -ere more li4ely to #ave a $rofile on /yS$ace. T%o-t"#r,) o8 +are't) c!a# to )et ru!e) o' t"e#r c"#!,<) u)e o8 )oc#a! 'et%or&#'( )#te), a!t"ou(" o'!4 D3? o8 c"#!,re' )a#, t"at t"e#r +are't) )et )uc" ru!e) 9or many c#il"ren6 t#e rules an" restrictions t#at t#eir $arents set on social net-or4ing site usage are an im$ortant influencing factor in t#e c#il"=s use of social net-or4ing sites. T-ot#ir"s of $arents -#ose c#il"ren #ave a social net-or4ing $age say t#ey set rules on t#eir c#il"=s use of t#ese sites. /ost commonly t#ese concerne" meeting ne- $eo$le online an" giving out $ersonal "etails. No-ever6 significantly fe-er c#il"ren ('3K of t#ose -it# social net-or4ing $rofiles) say t#at t#eir $arents set rules on t#eir use of t#ese sites. T#e 7ualitative researc# foun" t#at use of6 an" attitu"es to-ar"s social net-or4ing sites (%ot# for users an" non:users) fell into several "istinct segments. Blt#oug# 7ualitative in nature6 t#ese segments $rovi"e an interesting insig#t into #o- $eo$le currently use an" vie- social net-or4ing sites. T#ey also #el$ to #ig#lig#t t#at site users are not a uniform grou$ in terms of use6 attitu"es or %e#avit#eir. !t is im$ortant to note t#at t#e segments for users an" non:users #a" "ifferent %ases. >ser segments -ere organise" on t#e %asis of #o- users %e#ave" -#en using social net-or4ing sites. T#e non:user segments -ere "ra-n u$ using t#e %asis of non:users= reasons for not using t#e sites.

[NIPUN TRIKHA (58/08)] 25

RESULTS OF SEGMENTATION* D.= U)er )e( e't) T#e 7ualitative researc# foun" t#at users fell into five "istinct segments %ase" u$on #o- t#ey use" social net-or4ing sites6 an" in $articular6 #o- t#ey interacte" -it# ot#ers on t#ese sites. T#e follo-ing ta%le summarises t#e segmentsC Clusters uses gen"er age Sites use" Kage of /otivating "efine" total factor sam$le social Bl$#a 9lirting6 ,1K >n"er 2' (r4ut 22.' engagement6 socilaisers meeting nemale $eo$le a "esire to Bttention >$loa"ing &1K >n"er 2' 9ace%oo4 21 increase see4ers $#otos an" female social ca$ital gaining an" status comments self: 9unctional !nterests ans /ale Bll Lin4e"in6 ..' ex$ression. #o%%ies or4ut 9ait#ful Eee$ing u$ 9emale Bll (r4ut6 21 Curiosity a%out t#e -it# ol" face%oo4 lives of frien"s 9ollo-ers C#atting -it# frien"s5$eers 9emale all or4ut 31
ot#ers6 Curiosity a%out t#e lives of ot#ers6

A!+"a Soc#a!#)er) (/ale6 un"er 2'6 a minority of t#e sam$le) T#is grou$ consiste" of regular users -#o -ent on social net-or4ing sites often6 %ut for s#ort %ursts of time. T#ey searc#e" t#roug# t#e $rofiles of $eo$le t#ey "i"n=t 4no- (usually t#ose of t#e o$$osite sex)6 commente" on t#eir $ictures in flirtatious -ays an" a""e" t#em as frien"s. 9or Bl$#a Socialisers6 <frien"s= on social net-or4ing sites -ere any%o"y t#ey #a" a""e" to t#eir frien"s= list. 9or t#is ty$e of user t#e focus -as very muc# on entertainment an" on casual communication -it# ot#ers6 usually $eo$le t#ey "i"n=t 4no-. !t -as common for users to searc# t#roug# t#e online frien"s of t#eir existing contacts to fin" ne- $eo$le to contact. T#roug# contacting frien"s of frien"s6 an" even frien"s of frien"s of frien"s6 it -as $ossi%le for t#eir net-or4s to %e very large. Some of t#ese users re$orte" meeting in $erson $eo$le t#ey #a" met online6 an" sa- meeting <frien"s of frien"s= as safer t#an meeting com$lete strangers.

[NIPUN TRIKHA (58/08)] 26

Atte't#o' See&er) (9emale6 teens to 3'T6 some of t#e sam$le) T#is grou$ com$rise" social net-or4ing site users -#o crave" interaction -it# ot#ers6 often from t#e Bl$#a Socialisers. /ost of t#ese users #a" $oste" $#otos of t#emselves an" frien"s in $rovocative $oses6 $artying6 "rin4ing an" $ortraying glamorous lifestyles. T#is ty$e of user -as 4een to customise t#eir $rofile. T#ey regularly u$"ate" t#eir <s4ins= (t#e style6 colt#eirs6 an" "esign of t#eir site #ome $ages) to reflect an as$irational image6 e.g. glitter an" s$ar4le an" images of <#un4y= men. Bttention See4ers -ere -illing to collect frien"s from all over t#e -orl"6 %ut ten"e" to #ave actual online interaction -it# only a fe- $eo$le. Bttention See4ers= $rofiles #a" a %ig effect on t#eir social i"entity. T#ey -ere ty$ically 7uite insecure6 an" for t#em social net-or4ing sites -ere all a%out entertainment an" ego. !t -as im$ortant to t#em t#at ot#ers commente" on t#e $#otos t#ey $oste". T#is gave t#em a sense of acce$tance an" increase" t#eir self:esteem. Fo!!o%er) (male an" female6 all age6 many in t#e sam$le) >sers in t#is grou$ ten"e" not to %e early a"o$ters of social net-or4ing sites %ut instea" follo-e" tren"s in or"er to %e $art of -#at -as going on -it# t#eir $eers. 9or 9ollo-ers6 it -as crucial to %e#ave an" loo4 li4e t#eir frien"s online P it gave t#em access to t#e <incro-"=. T#ey ten"e" to #ave an intensive relations#i$ -it# social net-or4ing sites initially6 -#ic# t#en "ilute" over time as t#ey -ere not as $assionate a%out t#e sites as -ere t#e ot#er ty$ologies. >sers in t#is grou$ -ere muc# less li4ely t#an Bl$#a Socialisers or Bttention See4ers to contact or meet $eo$le -#o t#ey "i" not 4no-. Fa#t"8u!) (male an" female6 ol"er 216 many in t#e sam$le) T#ese social net-or4ing site users #a" #ig# self:esteem6 ten"e" to %e settle" in t#eir lives an" social -orl"s6 an" "i" not crave external affirmation as strongly as t#e Bttention See4ers. T#eir most regular use of social net-or4ing sites consiste" of fin"ing ol" frien"s rat#er t#an ma4ing ne- ones6 as t#ey sa- social net-or4ing sites as an efficient -ay of 4ee$ing in touc# -it# frien"s an" maintaining "iverse net-or4s. 9or 9ait#fuls6 social net-or4ing site use -as $art of t#eir -i"er social an" cultural ex$erience. T#ese users -ere less li4ely to a"" $eo$le t#ey "i"n=t 4no- as frien"s. 9or t#em social net-or4ing sites -ere useful tools to strengt#en existing offline net-or4s rat#er t#an to create ne-6 virtual ones. Some of t#eir sam$le a$$eare" to %e using 9ace%oo4 an" ot#er social net-or4s in muc# t#e same -ay as 9rien"s +eunite" P to loo4 for ol" sc#ool an" university frien"s. Fu'ct#o'a!) (male6 ol"er 21T6 minority of t#e sam$le) T#is last grou$ -as single:min"e" in t#eir use of social net-or4ing sites. T#ey logge" on for a $ur$ose6 suc# as loo4ing for music an" %an"s6 rat#er t#an con"ucting small tal46 flirting or loo4ing at ot#ers= $ictures an" leaving comments. T#ey re$orte" %eing $estere" to )oin social net-or4ing sites %y frien"s -#o -ere more involve" in t#e sites6 %ut -ere t#emselves more occasional users6 generally logging on for s#ort visits 9or 9unctionals6 <frien"s= on social net-or4ing sites -ere sim$ly $eo$le t#ey 4ne- an" -it# -#om t#ey s#are" common interests or #o%%ies. Bt a %ase level6 social net-or4ing sites serve" a certain $ur$ose an" only at a certain time.
[NIPUN TRIKHA (58/08)] 27

D.E No'-u)er )e( e't) T#e 7uantitative researc# foun" t#at non:users ma"e u$ .,K of a"ults an" '1K of c#il"ren (see 9igures . * , a%ove). T#e 7ualitative researc# s$ecifically inclu"e" a small $ortion of non:users to ex$lore t#eir attitu"es to social net-or4ing sites an" reasons for not using t#em.3' No-ever6 several %roa" reasons emerge" -#y non:users "i" not currently use social net-or4ing sites. T#ese -ereC O sim$ly #aving no interest in using social net-or4ing sites as an activityD O not #aving t#e time availa%le to commit to using t#e sitesD O not -anting to <)um$ on %oar"= t#e social net-or4ing craAeD O $referring to rely on face:to:face an" ot#er forms of communicationsD O -itnessing t#e negative si"e of using social net-or4ing sites among frien"s an" c#oosing to <steer clear=D an" O concerns aroun" safety an" %eing stal4e" %y ot#er users (on an" offline). T#e reasons given for not using social net-or4ing sites coul" %e categorise" %roa"ly into t#ree grou$sC concerne" a%out safety6 tec#nically inex$erience"6 an" intellectual re)ecters. T#ese are summarise" in t#e follo-ing ta%le

$o'cer'e, a-out )a8et4 a', )ecur#t4 T#is -as t#e largest non:user grou$ in t#e sam$le an" -as more li4ely to inclu"e ol"er res$on"ents6 an" $articularly $arents. !t inclu"e" %ot# men an" -omen. Parents -ere anxious a%out safety ris4s online relating to t#eir c#il"ren an" $articularly t#e $erceive" "angers t#at teenage girls mig#t %e stal4e"6 eit#er online or offline. Some $arents in t#is category -#o -ere not t#emselves users sai" t#at t#ey mig#t sometimes allo- t#eir c#il"ren to #ave access to social net-or4ing sites. No-ever6 t#ey -oul" often control t#e amount of time t#eir c#il"ren s$ent on t#ese sites. T#ey also -ante" more $rivacy an" safety e"ucation a%out social net-or4ing sites. 8ounger res$on"ents -#o fitte" into t#is grou$ -ere concerne" t#at t#ey -oul" %e a$$roac#e" %y <stal4ers= an" also feare" t#at ot#er users coul" get access to t#eir $ersonal "etails. Tec"'#ca!!4 #'e3+er#e'ce,
[NIPUN TRIKHA (58/08)] 28

T#is grou$ -as smaller t#an t#e <concerne" a%out safety= grou$. /ost of t#e $eo$le in t#is grou$ -ere over 31. T#ey felt a general lac4 of confi"ence -it# com$uters an" $referre" tra"itional means of communication. /ost of t#e $eo$le in t#is grou$ #a" manual )o%s an" -ere time:$oor6 -it# little access to6 or ex$erience of6 t#e internet. T#ere -ere also some in t#is grou$ -#o -ante" to use social net-or4ing sites %ut )ust "i" not 4no- -#ere to start. T#ey -ere often em%arrasse" to as4 for #el$ from t#eir frien"s. I'te!!ectua! re7ecter) T#is -as t#e smallest grou$ in t#eir sam$le an" -as mostly ol"er teens an" young a"ults. /ost $eo$le in t#is grou$ t#oug#t t#at social net-or4ing sites -ere a -aste of time6 somet#ing for $eo$le -#o -ere $reoccu$ie" -it# self:$romotion6 an" somet#ing t#at -as %eneat# t#em. /any in t#is grou$ -ere confi"ent in"ivi"ualistic teenagers -#o s$ent muc# of t#eir free time outsi"e t#e #ome6 rat#er t#an insi"e -it# tec#nology. T#eir mo%ile $#one6 rat#er t#an t#eir com$uter6 -as crucial to maintaining t#eir social life. Several of t#is grou$ #a" #ear" a%out or -itnesse" $ro%lems -it# using social net-or4ing sites6 suc# as %ullying6 t#at t#ey "i" not -ant to involve t#emselves -it#.

[NIPUN TRIKHA (58/08)] 29

$ON$LUSION

[NIPUN TRIKHA (58/08)] 30

$ON$LUSION*

1. 2ifferent users #ave "ifferent ex$ectations from t#e sites. T#e reasons for floc4ing one site over t#e ot#er are %ase" on one ma)or factor C net-or4ing effect. Peo$le use t#ese sites to maintain $eer to $eer relations#i$6 ex$ress t#eir vie- etc.

2. Customers can %e segmente" on t#e %asis of t#eir usage into C al$#a socialisers6 functional6 follo-ers6 fait#ful an" attention see4ers. T#is information can %e $ut to significant use -#ile generating revenue streams from more focuse" a"vertising. Nence a "efinite sco$e of customiAation of serives exist6 #o-ever it -ill re7uire more investment in t#e !T infrastructure of t#e com$anies.

3. T#ere -ere t#ree categories of $eo$le foun" -#o gave "ifferent reasons for not using t#ese sitesC intellectual re)ectors6 tec#nically incom$etent

. T#ere is a clear overla$ %et-een t#e %enefits an" ris4s of some online social net-or4ing activities. 9or exam$le6 t#e un"erlying $oint of social net-or4ing is to s#are information an" at t#e same time s#aring suc# information inclu"es certain ris4s.

[NIPUN TRIKHA (58/08)] 31

BIBLIOGRAPH2

[NIPUN TRIKHA (58/08)] 32

B#-!#o(ra+"4
U VSocial Nets Engage in ;lo%al StruggleV : &&K of /yS$ace an" 9ace%oo4 users come from Nort# BmericaC B"-ee4 -e%site. +etrieve" on Wanuary 1'6 211,. U Nexo$ia stats on Blexa.com U Fe%o : most $o$ular of its 4in" in >E6(Bugust 211.)C Tec#Crunc# -e%site. +etrieve" on Wanuary 1'6 211,. U ;erman Xing Plans !nvasion of Lin4e"!n TurfC article from t#e /ar4etingLox -e%site. U Elevator Pitc#C ?#y Fa"oo -ants to %e t#e next -or" in social net-or4ing6 /ar4 S-eney 6 T#e ;uar"ian6 2ecem%er 2 6 211. 6 Bccesse" /arc# 211,. U Ni' $o$ular in Euro$eC article from t#e PFS MediaShift -e%site. +etrieve" on Wanuary 1,6 211,. U V?#y >sers Love (r4utV : ''K of users are FraAilianC B%out.com -e%site. +etrieve" on Wanuary 1'6 211,6 U The Network Nation %y S. +oxanne NiltA an" /urray Turoff (B""ison:?esley6 10.,6 1003) U 2avi" Bn"re-s (10, ). The IRG Solution6 Souvenir Press6 10, . U Cotriss6 2avi" (211,:1':20). V?#ere are t#ey no-C T#e;lo%e.comV. The Industry Standard. #tt$C55---.t#estan"ar".com5ne-s5211,51'5205-#ere:are:t#ey:no-:t#eglo%e:com. U B. ?einreic#6 211.6 cite" %y Foy" * Ellison (211.6 $. 3) U Steve +osen%us# (211'). Ne-s Cor$.@s Place in /yS$ace6 Fusiness?ee46 Wuly 106 211'. (/yS$ace Page Lie-s figures) U VSocial gra$#:itiVC 9ace%oo4@s social net-or4 gra$#ingC article from T#e Economist@s -e%site. +etrieve" on Wanuary 106 211,. U Ne-s Cor$oration %uys /yS$aceC FFC.co.u4 -e%site. U !TL %uys 9rien"s +eunite"C FFC.co.u4 -e%site. U (ver 211 social net-or4ing sitesC InfoJuice -e%site. +etrieve" on Wanuary 106 211, U Nine ?ays to Fuil" 8our (-n Social Net-or46 Tec#Crunc#6 Wuly 2 6 211. U ;ross6 + an" Bc7uisti6 B (211'). !nformation +evelation an" Privacy in (nline Social Net-or4s (T#e 9ace%oo4 case). Pre:$rocee"ings version. BC/ ?or4s#o$ on Privacy in t#e Electronic Society (?PES) [NIPUN TRIKHA (58/08)] 33

APPENDI0 * Cluster analysis $rovi"e" us -it# five clusters

6inal !luster !enters !luster 7#T(F )/"/ !#79T "C!T9""% 6R"G $B" -.5: -.=' -.3: 2.:= 2.-: -.70 23 3.02 2.3 3.32 2.2 3.5--.= 3.-2 -.2 3.-5 2.2 2.22 2.2 = 2.23 2.5 -.2 -.= 2.-5 2.' 5 3.' 3.= -.= 3.' 2.3 2.'

Ta%le 1C Cluster

9umber of !ases in each !luster !luster 23.000 2 3 = 5 Falid 7issing 2-.000 -2.000 2:.000 20.000 &-.000 .000

Ta-!e E C Num%er of res$on"ent in eac# Cluster

[NIPUN TRIKHA (58/08)] 34

Suestionaire
NAME AGE O$$UPATION

B=. Do 4ou u)e a'4 )oc#a! 'et%or&#'( )#te, #8 4e) accou't o'AFF.. In case reposndent does not use any site. What is the reason you do not use any such site? a) 2o not feel t#e nee"

e't#o' t"e 'a e@ e't#o' a!! )#te) 4ou "a.e 4our

%) Tec#nically inex$erience" or no access to interenet c) Concerne" a%out safety T!/E SPENT B3 . Ho% o!, #) 4our +ro8#!e o' t"e )#teG BH Ho% o8te' ,o 4ou acce)) 4our +ro8#!eG a) 2aily %) (nce a -ee4 c) (ccassionally ") ! create ne- $rofile -#enever ! #ave to use BCT!L!T!ES BH. I8 4ou )+e', E "our) o' )#te, %"at %#!! -e 4our ,#)tr#-ut#o' o' t"e 8o!!o%#'( act#.#t#e)G a) C#atting -it# $eers %) Leaving messages to ol" frien"s c) 2iscussing on communities") Fusiness net-or4ing e) P#oto s#aring f) (t#er a$$lications

BD 9"o are 4our 8r#e',) o' )oc#a! 'et%or&#'( )#te)G 1. Peers [NIPUN TRIKHA (58/08)] 35

2. (l" frien"s5colleagues 3. >n4no-n BC. 9"#c" co u'#t#e) ,o 4ou re(u!ar!4 acce))G

BI. 9"#c" a++!#cat#o') ,o 4ou re(u!ar!4 u)eG

P+!LBC8 BN2 SB9ET8 BJ. Are 4ou co'cer'e, a-out 4our +r#.ac4 a', )a8et4 o' t"e)e )#te)G B=K %"at ea)ure) 4ou ta&e to e')ure t"e )a8et4 o8 u)er) o' t"e)e )#te)G

a) /a4e $rofile accessi%le only to frien"s %) +estrict t#e usage %y c#il"ren of #ome

[NIPUN TRIKHA (58/08)] 36