Failure of online social networking sites

Abstract

Social Networking sites, abbreviated SNS are platforms that enable users to create public profiles and facilitate interaction with other users on the platform. Users create a network of their connections with other users and it is an alternate virtual persona for an individual or a group. Positive network effects play an important part in the success or failure of a social networking platform as the strength and popularity of the site is determined by the number of people it can attract. This positive feedback loop gets more users to adopt it. Hence, the main asset of an SNS is the number of people on the platform. The connections between users on the platform can create economic value, this is also referred to as Social Capital. Social Networking Sites are sometimes targeted at a specific audience, and in many cases, are generic. The generic model acts purely as an open platform for interaction and community building. The SNS ecosystem can be classified into providers of a focused platform and providers of a universal platform. Specific social networking sites could be sub classified based on their function and target users as: • Blogging (based on function). • Business/Professional (based on function). • Community (based on target user). • Dating (based on function). • Demographic (based on target user). • Lifestyle (based on function). • Media (based on function).