RESEARCH REPORT

ON
HABIT OF SOCIAL NETWORKING AMONG
YOUTH IN VARANASI

Submitted in partial fulfilment of the requirement for three Year

BACHELOR OF BUSINESS ADMINISTRATION
(Session: 2013-14)

Submitted to: Submitted by:

Mr. Shubhagata Roy Jagpalan Prajapati
Reader BBA - VI Semester
SMS, Varanasi Exam Roll No.- 114660

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 PREFACE

The course of BBA require one to undergo a research

project with the end of the 5th Semester, so as to get a
practical knowledge and understanding the practical aspects
of all the theories read. It helps us to make the best use of
our skills and intelligence so as to make a better research
report. It is really the most important thing during the course
of the study. The purpose of my research project was to
study the Performance appraisal system and its use in
appraisal the employee, candidates. It was a continuous
learning experience as I got to know different kinds of
Appraisal procedure, how they are conducted and are beneficial.

Jagpalan Prajapati
B.B.A 6th Semester
EXAM ROLL NO.-114660

2
 ACKNOWLEDGEMENT

I take this opportunity to express my sincere thanks and deep gratitude to all those
people who extended their whole hearted co-operation and have helped me in
completing this project successfully.
First of all, I would like to thank Prof. P.N.Jha, Director, School of Management
Sciences, Varanasi, for giving me an opportunity to do my research in this
prestigious institution. Id also like to express my sincere gratitude towards
Mr.Shubhagata Roy (Reader & Mentor) and Mr. Atish Khadse (Senior Lecturer
& BBA Coordinator) for their guidance & help which enabled me to get the
required data & information required to finish my assignments. Their inspiring
suggestions and timely guidance enabled me to perceive the various aspects of the
projects in a new light.
I would also like to thank all my parents, other family members and friends for
having guided and encouraged me throughout the duration of this project. I found a
congenial work environment at School of Management Sciences, Varanasi and this
project will mark a new beginning for me in the coming days.

Jagpalan Prajapati
B.B.A 6th Semester
EXAM Roll No.- 114660

3
 DECLARATION

I, Jagpalan Prajapati, a student of BBA- VI Semester, School of Management Sciences,

Varanasi, hereby declare that all the information collected through the questionnaire are correct
in accordance with the sample size.
I also declare that no part of this project has been duplicated from any other source. The
information included in the project has been researched and the project report has been written
by me. The information collected and presented in the report is correct to the best of my
knowledge and belief.

Jagpalan Prajapati
B.B.A 6th Semester
EXAM Roll No.- 114660

4
 EXECUTIVE SUMMARY

The social networking sites are gaining a lot of popularity these days with almost
all of the educated youth using one or the other such site. These have played a
crucial role in bridging boundaries and crossing the seas and enabling them to
communicate on a common platform. It has become a popular and a potential mean
for them to stay friends with the existing ones and to grow up their social circle at
least in terms of acquaintances.
The question regarding the safety, privacy and the legal issues have been cropping
up all this time. Through this research we try to find out the impact of these
networking sites on the personal and professional lives of people using them. It is a
very subjective question to answer and is very opinion based and the same is
reflected in the research methodology adopted by us.
The report is initiated with the definition of the objective followed with the
research methodology used along with the research design, sample size, methods
used for the purpose of conducting survey. It also incorporates the sampling frame
and the data collection procedure.
Subsequent to this is the Introduction to the networking sites along with a brief
description of the most popular sites. Then the issues of concern which have come
up along the way in all these years since these sites gained popularity are
discussed. The various issues and concerns of the respondents are also incorporated
there. The next part of the research has the literature surveys which are the articles
we took up from the published reports. We then analyzed and interpreted the data
at length. The last part deals with the suggestions and recommendations that the
group has come up with after carefully analyzing and incorporating the opinion of
all concerned.

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INDEX Page No.

1. Introduction to sites 7-10

2. How do social networking sites work 11-13

3. Popular networking sites 14-17

4. Objective 18
5. Research methodology 19
6. Sampling 20
7. Issues of concern 21-22
8. Literature Survey
SNS in India 23
An article regarding technology used 24-35
Other Research 36-37
Privacy 38-39

9. Utilization in business 40-41

10.Analysis and Interpretation 42-56
11.Influence of networking sites on lifestyle 57
12.Negative/Bad experience from networking sites 58
13.Other insights 59
14.Limitations 60
15.Conclusion 61
16.Suggestion 62-63
17.Annexure 64-67
18.Bibliography 68

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 INTRODUCTION

Wikipedia states that a social network is a social structure made of nodes

(which are generally individuals or organizations) that are tied by one or more
specific types of relations (Social network, 2007). With the rapid growth of
people who use or have access to the Internet, social networking websites are a
must for the Internet community to stay in touch with each other. Social
networking web sites help people keep in touch with old friends make new friends;
distribute new data or product, and many more aspects of our everyday lives.

The first official social networking web site was Classmates.com which was
founded in 1995 (Social Network, 2007). What followed was a slow but steady
growth in numbers of social networking websites to the overwhelming number of
sites we have today. The reason that social networking websites work so well is
that, like their inception, they start of small and then grow exponentially. The site
starts off with a few people who then tell their friends about the site, then those
friends tell their friends about the site and soon the site is a huge database of users
connected by friends, acquaintances, or just random people. The web sites are
made to allow users to create a "profile" describing themselves and to exchange
public or private messages and list other users or groups they are connected to in
some way. (Social Network 2007).

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 Most social networking websites are often designed to fit a certain type of
community such as the college community being mirrored by Facebook.com or a
music/party community mirrored by MySpace.com. With the rapid growth of
social networking web sites and their global scale usage, whatever one feels
concerning social networking web sites is irrelevant because social networking
web sites are on a popularity rise and are here to stay.

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ANNEXTURE-1

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 SOCIAL NETWORK SITES (SNS): A DEFINITION

We define social network sites as web-based services that allow individuals to:

(1) Construct a public or semi-public profile within a bounded system,

(2) Articulate a list of other users with whom they share a connection, and

(3) View and traverse their list of connections and those made by others within the
system.

The nature and nomenclature of these connections may vary from site to
site.While we use the term "social network site" to describe this phenomenon, the
term "social networking sites" also appears in public discourse, and the two terms
are often used interchangeably. "Networking" emphasizes relationship initiation,
often between strangers. While networking is possible on these sites, it is not the
primary practice on many of them, nor is it what differentiates them from other
forms of computer-mediated communication (CMC).

What makes social network sites unique is not that they allow individuals to meet
strangers, but rather that they enable users to articulate and make visible their

10
social networks. This can result in connections between individuals that would not
otherwise be made, but that is often not the goal, and these meetings are frequently

between "latent ties" (Haythornthwaite, 2005) who share some offline connection.
On many of the large SNSs, participants are not necessarily "networking" or
looking to meet new people; instead, they are primarily communicating with
people who are already a part of their extended social network. To emphasize this
articulated social network as a critical organizing feature of these sites, we label
them "social network sites."

HOW DO SOCIAL NETWORKING SITES SNS WORK

While SNSs have implemented a wide variety of technical features, their backbone
consists of visible profiles that display an articulated list of Friends who are also
users of the system. Profiles are unique pages where one can type oneself into
being. After joining an SNS, an individual is asked to fill out forms containing a
series of questions. The profile is generated using the answers to these questions,
which typically include descriptors such as age, location, interests, and an "about
me" section. Most sites also encourage users to upload a profile photo. Some sites
allow users to enhance their profiles by adding multimedia content or modifying
their profile's look and feel. Others, such as Facebook, allow users to add modules
("Applications") that enhance their profile.

The visibility of a profile varies by site and according to user discretion. By

default, profiles on Orkut or hi5.com are crawled by search engines, making them

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visible to anyone, regardless of whether or not the viewer has an account.
Alternatively, sites like MySpace allow users to choose whether they want their
profile to be public or "Friends only." Facebook takes a different approachby
default, users who are part of the same "network" can view each other's profiles,
unless a profile owner has decided to deny permission to those in their network.
Structural variations around visibility and access are one of the primary ways that
SNSs differentiate themselves from each other.

After joining a social network site, users are prompted to identify others in the
system with whom they have a relationship. The label for these relationships
differs depending on the site popular terms include "Friends," "Contacts," and
"Fans." Most SNSs require bi-directional confirmation for Friendship, but some do
not. These one-directional ties are sometimes labelled as "Fans" or "Followers,"
but many sites call these Friends as well. The term "Friends" can be misleading,
because the connection does not necessarily mean friendship in the everyday
vernacular sense, and the reasons people connect are varied (Boyd, 2006).

The public display of connections is a crucial component of SNSs. The Friends list
contains links to each Friend's profile, enabling viewers to traverse the network
graph by clicking through the Friends lists. On most sites, the list of Friends is

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visible to anyone who is permitted to view the profile, although there are
exceptions.

Most SNSs also provide a mechanism for users to leave messages on their Friends'
profiles. This feature typically involves leaving "comments," although sites employ
various labels for this feature. In addition, SNSs often have a private messaging
feature similar to webmail. While both private messages and comments are popular
on most of the major SNSs, they are not universally available.

Beyond profiles, Friends, comments, and private messaging, SNSs vary greatly in
their features and user base. Some have photo-sharing or video-sharing
capabilities; others have built-in blogging and instant messaging technology. There

are mobile-specific SNSs (e.g., Dodgeball), but some web-based SNSs also
support limited mobile interactions (e.g., Facebook, MySpace, and Cyworld).
Many SNSs target people from specific geographical regions or linguistic groups,
although this does not always determine the site's constituency. Orkut,

for example, was launched in the United States with an English-only interface, but
Portuguese-speaking Brazilians quickly became the dominant user group. Some
sites are designed with specific ethnic, religious, sexual orientation, political, or
other identity-driven categories in mind. There are even SNSs for dogs (Dogster)
and cats (Catster), although their owners must manage their profiles.

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While SNSs are often designed to be widely accessible, many attract homogeneous
populations initially, so it is not uncommon to find groups using sites to segregate
themselves by nationality, age, educational level, or other factors that typically
segment society, even if that was not the intention of the designers.

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 POPULAR NETWORKING SITES

ORKUT
Orkut is an Internet social network service run by Google and named after its
creator, Google employee Orkut Bykkkten. It claims to be designed to help
users meet new friends and maintain existing relationships. Similar to Facebook,
Friendster and MySpace, Orkut goes a step further by permitting the creation of
easy-to-set-up simple forums (called "communities") of users. Since October2006,
Orkut has permitted users to create accounts without an invitation.
Orkut is the most visited website in Brazil, being more visited than Google Brazil,
number 2 on the list. In total visits, Google is probably still more popular since it
appears as the second (the Brazilian version) and seventh most visited site (the
international version).
The initial target market for orkut was the United States, but the majority of its
users are in Brazil. In fact, as of November 2007, 62.9% of the traffic come from
Brazil, followed by 19.2% from India. In December 2007, Google dropped orkut
from the drop-down menu of its international homepage.

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 FACEBOOK

Facebook is another example of social networking site. Developed by sophomore

Mark Zuckerberg of Harvard University in 2004, Facebook.com was originally
TheFacebook.com (Facebook, 2007). Purchasing the domain name of
Facebook.com in August of 2005 for $200,000 the site was originally developed
for college and university students as a way to connect with each other (Facebook,
2007). Hosting the most members for a college based social networking site,
Facebook.com is also the number one site for uploading pictures, boasting several
million uploads daily. Since its inception, Facebook.com has now been opened to
anyone with a valid email address and offers its members options of joining the
millions of networks of people with similar interests. It is said that 80% of
Facebook.com users check their account daily and that 93% of Facebook.com
users check their account at least monthly (Facebook, 2007) Facebook.com
generates its revenue from advertisement since it boasts a huge number of
registered users.

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 MYSPACE

MySpace is a social networking website offering an interactive, user-submitted

network of friends, personal profiles, blogs, groups, photos, music and videos
internationally. It is headquartered in Beverly Hills, California, USA, where it
shares an office building with its immediate owner, Fox Interactive Media; in turn,
the owner of Fox Interactive and therefore MySpace, News Corporation, is
headquartered in New York City.

According to Alexa Internet, MySpace is currently the world's sixth most popular
English-language website and the sixth most popular website in any language, and
the third most popular website in the United States, though it has topped the chart
on various weeks. The service has gradually gained more popularity than similar
websites to achieve nearly 80 percent of visits to online social networking
websites.

The company employs 300 staff and does not disclose revenues or profits
separately from News Corporation. With the 100 millionth account being created
on August 9, 2006, in the Netherlands and a news story claiming 106 million
accounts on September 8, 2006, the site reportedly attracts new registrations at a
rate of 230,000 per day. As of December 18, 2007, there are over 300 million
accounts.

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 HI5

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
Yalamanchi who is also the current CEO. As of December 2007, hi5 had over 98
million members. In 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. Users can also send friend requests via e-
mail to other users. When a person receives a friend request, he or she may accept
or decline it, or block the user altogether. If the user accepts another user as a
friend, the two will be connected directly or in the 1st degree. The user will then
appear on the person's friend list and vice-versa. Some users opt to make their
profiles available for everyone on hi5 to view. Other users exercise 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 (1st degree), the friends of those direct friends (2nd degree) and the
friends of the friends of direct friends (3rd degree)

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 OBJECTIVE

In this age of globalization, the world has become too small a place thanks to the
electronic media and portals. Communication has become effective as never before
thanks to the advent of internet. The social networking sites have also played a
crucial role in bridging boundaries and crossing the seas and bringing all people at
a common platform where they can meet like minded people or find old friends
and communicate with them. It has become a potential mean to relation building
and staying in touch with all known.
Hence the objective that we wanted to achieve through our research is to:
Find out the influence of social networking sites on the personal and professional
life of the people- how it affects their relations, what are its uses for each
individuals and how have they been influenced by these sites.

To know the people perception about social networking sites.

To know that which sites do people use the most among

social networking sites.

To know about the satisfaction level of people regarding

social networking sites.

To analyze that social networking sites are playing a vital

role in discussing social issues.

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 RESEARCH METHODOLOGY

A considerable amount of work has been done in this field and several articles are
available on the internet and magazines about the social networking sites. So first
we carried out a literature survey of the available data for collection of secondary
information. We followed it by a descriptive research design in order to understand
the problem and carry out the research in a lucid manner.

Data Collection method:After secondary data collection through data collection

over the internet, a primary research was carried out through a questionnaire. The
questionnaire was well structured and the responses were sought from the
respondents. The nature of the questions was such that it avoided ambiguous
responses from the respondents and it also helped in quick analysis of the data
collected.

Two methods of questioning were used for the data collection:

1). Person Assisted: The responses were collected by personal questioning. The
responses were taken from the students in the Qutab Institutional area from
institutes like IMI, FORE, IIFT, etc. this form of questioning helped the respondent
to understand the questions better and answer accordingly.

2). Wed enabled: The questionnaire was e-mailed to respondents who filled it and
then mailed it back to us. A flaw that we realized here was that some of the
respondents did not understand the questions and hence could not answer them to
the best of their capability, unlike the other method employed where the questions
could be explained if required.
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 SAMPLING:

Sampling Design: The target population for our research was defined as the
students who form the major chunk of users of these social networking sites. This
was done to have a better insight into the research as the target population was one
which is the most avid user of these sites and could provide good responses. Even
the understanding of the questionnaire was easy to them as they were familiar with
the sites and quite clear about the reasons they use it for and the various problems
that they face.
The extent of the survey was limited to the school of management sciences
Varanasi. However, through survey some regions were also reached to validate the
information collected the other institutions of Varanasi.

Sampling frame can be defined as all the users of social networking sites in the
vicinity.
Once the sampling frame was decided, simple random sampling method was used
to select the respondents. In the person assisted survey, almost everyone
in the sampling frame had an equal chance of being selected and we got the
responses filled through those people who were readily and willingly accepting to
fill it.

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 ISSUES OF CONCERN

Although many people dont think of it, social networking web sites harbour many
dangerous elements and many people are concerned about some major problems
that they contain. One such problem is privacy issues. With social networking web
sites like Orkut.com, Facebook.com and MySpace.com, it is almost too easy to
retrieve personal information about someone and use it to harm them. In a case
with MySpace.com, the availability of being able to customize ones own site has
allowed people to use phishing html code to create phishing profiles that allows
that person to access anyones profile who have visited the phishing profile.
Phishing can often lead to the loss of personal information such as usernames,
credit card numbers, and passwords. (Phishing 2007) This in turn causes great
privacy issues since that person can now access personal information and then sell
it off to marketing companies for a profit. (MySpace, 2007) This selling of
information to companies has led to the rise in spam emails that we all receive.

Another great issue of concern with social networking web sites is that of
child safety. Research has shown that almost three out of every four teenagers who
use social networking web sites are at risk due to their lack of using online safety.
(Joly, Karine, 2007) A lot of the web sites do have an age requirement but it is
easily bypassed by the lying about of ones age. Even if they dont lie about their
age the average age requirement is around fifteen years old. Myspace.com has
been specifically targeted for these child safety issues after a sixteen year old girl
flew to Tel Aviv, Israel to meet and engage in sexual relations with a twenty year
old male whom she had met through MySpace.com.

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(MySpace, 2007) Although a lot of the social networking web sites are trying to
implement new ways to keep children safe, MySpace.com included, predators are
finding ways around these new implementations and kids are still naive to the fact
that not everyone online is who they say they are.

A third issue of concern with social networking web sites is that of copyright
infringement. With the massive amount of files shared through social networking
web sites it has to tell sometimes who the original owner of the selected file is.
Also, commercial products are being reproduced by individuals and uploaded to
these social networking web sites. YouTube.com is a great example of how copy
right infringement can come about using a social networking website. Members
can pretty much upload anything they want on to YouTube.com to be viewed by
anyone who comes across it. This leads to many people committing copyright
infringement and uploading files and video clips that dont belong to them. The
only real way that copyright infringement is reported is through the self-policing of
the YouTube community. (YouTube, 2007) With the easily missed copy right
infringement YouTube has been sued many times in the past and is now being sued
for over one billion dollars by Viacom on the claim that YouTube.com has 160,000
videos that belong to Viacom on their site without Viacoms permission. (YouTube,
2007)

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 LITERATURE SURVEY

SNS IN INDIA:

In all the social networking phenomenon in India is small compared to the US

(Indian social networking websites today claim a user base of around 3 million
registered users) while MySpace, which has 106 million users and Orkut which has
67 million have far greater numbers.

Clearly, Indian firms have a lot of work ahead of them in order to catch up.
However, Siddhartha Roy, CEO, BigAdda, says optimistically: We are early on
the curve. Alok Mittal, MD, Canaan Partners, a venture capital firm, says: When
you put that in context, Indian social networking websites are in their infancy. The
break-even point is longer, but once they attain a critical mass of 40 million users,
then VC firms will start investing in them.

Navin Mittal, CEO, fropper.com, says: With the Indian Internet user-base
negligible compared to the US or China, these are very early days. The owner of
the blog Trak.in does a great job of explaining the benefits of social networking for
India and what it means for consumers and businesses.

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 ARTICLE-1

Social networking sites, which allow users to build or be part of online

communities, account for 44% of the countrys Internet traffic Social networking
sites, which allow users to build or be part of online communities, account for 44%
of the countrys Internet traffic, according to a report by consulting firm
JuxtConsult Research and Consulting Pvt. Ltd. The space is dominated by global
players such as Orkut, MySpace, Facebook and Hi5. Google Inc.s Orkut, launched
in 2004, is the most popular social networking site among Indians with more than
seven million users, but advertising is something the site has only recently dabbled
with.

Nobody has made money on social networking so far, Ajit Balakrishnan,

chairman and chief executive officer (CEO), Rediff.com India Ltd, the company
behind rediff.com, one of the earliest Indian dot-coms, had previously said. But
when 10 million people congregate, somewhere down the line the company will

25
make money, and it will be advertiser-related, he had added. Rediff.com launched
iShare, a video sharing platform, in July, and plans to add a social networking tool
to it in the coming weeks.

Indian firms and entrepreneurs entering the social networking space are convinced
that they need to build up a critical mass of users first, and then worry about
advertising.

BigAdda.com, started by the Reliance-Anil Dhirubhai Ambani Groups Reliance

Entertainment three months ago, has about 700,000 users but no advertiser yet.

Similarly, one-year-old social networking site for students Minglebox.com has a

user base that exceeds one million but no advertisers.

On the Internet, consumer is king. They decide where they want to spend their
time and advertisers recognize that, said Siddhartha Roy, chief operating officer,
Big-Adda.com. You want to first create a strong user base and give them an
uninterrupted experience.

Kavita Iyer, CEO, Minglebox, agrees: ...In this business, users fluctuate from one
site to another and it is important to first reach a certain level of stability and
maturity before getting advertisers on board.

But some experts say that those scrambling to enter the social networking space
have left it too late, and that plain vanilla social networking will, by itself, not
work any longer.

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According to Balakrishnan, social networking has to become more than just a
communication platform. Social networking will have to be morphed into every
online initiative, he had said. It has a tendency to pick up fast but loses
momentum just as fast. This is why we are integrating iShare with social
networking.

Thats a strategy similar to the one adopted by Yahoo Inc. We want to make
Yahoo mail more social by combining properties such as SMS,instant messenger
and emails together. Its too early to tell what were planning on social networking,
but it will be a convergence of communication channels, John Kremer, vice-
president, Yahoo Mail, had previously said.

Others are trying this as well. Ibibo Web Pvt. Ltds Ibibo.com is a multi-platform
social interactive site with applications such as networking, blogging and gaming
as some of its applications. Weve been around for seven months in India but I
can tell you that it takes about two to three years of good consumer traction to
drive revenues, said Ashish Kashyap, CEO, Ibibo group. It is important to create
a picnic effect before we can get to advertisers, he added.

Advertisers themselves seem content with the picnic effect itself. PepsiCo India
Holdings Pvt. Ltd has not yet bought into social networking from the advertising
point of view, but it has bought into the concept. Pepsi has not advertised on
social networking sites so far but we have got what we wanted by users themselves
creating discussion groups about the brand, said a spokesperson for PepsiCo
India.

27
According to one expert, that may well indicate what social networking sites need
to do to start earning revenues.

For advertisers, social networking sites are slow in generating revenues directly
but they are good in influencing decisions, said Gulrez Alam, group head, paid
search, Communicate2, a paid-search marketing company. Social media sites will
soon have alternative revenue generating tactics that will help influence the user
without intruding on the experience, thats the way ahead.

Almost half the Internet traffic generated in India is on account of social

networking, and while this has not translated into advertising revenue so far, a
pioneer in the countrys Internet space expects the situation to change.

28
 ARTICLE-2

A virus, which has been fixed by Google, had affected between 4 lakh to 7 lakh
users.
MUMBAI: Google recently added a new feature on Orkut where users can post
Active X Content on their friends scrapbook. But the feature turned out to be
Googles nemesis as an attacker used the vulnerability and posted a virus that
affected between 4,00,000 to 7,00,000 Orkut users. Though Google managed to fix
the bug on Thursday, the incident has highlighted the security aspects of social
networking sites such as Orkut that have a huge following in countries like India.
A Google official, who requested anonymity, admitted that because of this bug
several people received scraps from friends, who claimed they had never posted
any such scraps. The newly introduced scrapbook feature had been exploited, the
official said.
According to Chetan Gupta, a 26-year-old independent cyber security expert, The
feature allows users to post clips, songs, animation etc on their as well as other
users scrapbooks, he said.
Users who were attacked got a message in their mailboxes informing them that
someone had posted a scarp on their profile. The scrap, written in Portuguese,
when translated into English reads: 2008 is coming I wish that it begins quite
well for you.
As soon as the user viewed the post, the virus downloaded a file to the users
computer. The worm then took control of the users account and enlisted a group
called Infections pelo Vrus do Orkut, which translates as Infected by Orkut
virus. The virus also sent copies of itself to all the friends of the user and repeated
the process.

29
According to vnunet.com, the virus infected seven lakh Orkut users within 24
hours before Google was able to rectify the problem. The virus was not supposed
to do any real harm to the users. The intent, according to a blog posting on Trend
Micro, was to only make a point. The blog post says It appears from both the
script that this script was designed purely to spread, rather than for more malicious
purposes. The author has pulled the malicious JavaScript from the Web, having
gotten his point across.
A Google spokesperson said that the internet search giant takes the security of its
users very seriously. We worked quickly to implement a fix for the issue. Service
to Orkut was not disrupted during this time. This is not the first time a virus like
this has targeted a social network. MySpace too was attacked by Samy Is My
Hero worm in 2005.

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 ARTICLE-3

Business Standard, January 25 '07

Thursday, 25 January 2007
Business Standard, Riding the networking wave
Priyanka Joshi / New Delhi January 24, 2007
TECHNOLOGY: Want to get seen? Advertise on social networking sites. This,
incidentally, is the new mantra of online advertisers.
About 93 per cent of the 28 million Indians online belong to the age group 18-45
years a target audience that has the maximum buying power.
Ten million of these are hooked on to some form of online social media, be it
personal, career or business networking, matrimonial sites, discussion rooms,
virtual activity platforms, instant messenger, podcasts, RSS feeds and blogs. The
mix of social media sites being a hot favourite among this bunch of young Indians,
it presents a perfect milieu for online advertisers.
Content-specific advertisements have become a rage on networking sites like
Orkut, TechTribe, LinkedIn, Ryze, Flickr, MSN Live Spaces, Blogger, Fropper and
Facebook, which are a compelling buy for advertisers seeking to target the active
lifestyle set the sites cater to.
In short, content-specific networks are riding a wave of popularity and newer
networks seem to be springing up every day.
Rajnish, head (digital marketing revenue and strategic business), MSN India,
explains why marketers want to be seen on social networking sites: In Asia, email
and instant messaging take 40-50 per cent of the time we spend online.

31
Blogosphere is doubling in size every six months and an average Indian user
spends anywhere between 40-60 minutes daily on social media sites. Little wonder,
banks, automobile companies, FMCGs, and even IT firms want a virtual advert
thats both engaging and innovative.

Social media advertising has been taking the online advertising industry by storm.
The total marketing spend on social media is forecast to grow at a compound
annual rate of 106.1 per cent from 2005 to 2010, reaching $757 million in 2010,
according to a report from PQ Media.
Some social-networking communities focus on vertical markets with a narrowly-
defined audience, such as business-relationship sites like LinkedIn and TechTribe.
Their ad revenue exceeded $20 million in 2006.
There has been a recent change of guard online with social networks from
being a push medium to a pull medium, remarks Rajnish, MSN is using
peoples attention to engage users with advertisers through contextual advertising
and desktop television.
The audiences, in return, generate revenues each time they click on a banner,
keyword or a floating advertisement on a webpage. While online rate cards are not
exactly cheap, averaging between Rs 50,000 and Rs 2 lakh, the prices are expected
to get spiked by another 20-25 per cent by the end of 2007.
Social-networking sites entice users to spend considerable time and view many
page views, and many sites are seeing those numbers increase. Nielsen/Net Ratings
reports that users visits to YouTube grew in duration from about 17 minutes to 28
minutes (64 per cent) over the first six months of 2006. Page views grew 515 per
cent during the same period. Members of communities spend hours looking up
friends profiles and following paths of interconnected relationships.

32
These long visits and high page views directly correlate to ad revenue.
Blog advertising, worldwide, totalled $25 million in 2006, which includes blogs,
podcasts and RSS advertising.
By the tail-end of 2007, even Indian bloggers (the well known ones) would be
making money out of advertising on their blogs, podcasts, videos, personal web
pages and other forms of user generated content, claims a media buyer.
Anil Kaul, CEO, Absolute Data, a research and analytics firm, has helped websites
and advertisers look beyond popular targeting options like geography and
demography using complex targeting options on networks, like behavioural and
contextual and domain-level targeting. We have shown clients how to get the most
from an online advert.

33
 ARTICLE-4

The Perils of Social Networking

BY BRIAN DEAGON

INVESTOR'S BUSINESS DAILY

Posted 12/26/2007

In November, more than 145 million people worldwide logged onto at least one of
the 20 most-visited social networking Web sites, says Nielsen/Net Ratings.

Brian Mann wasn't among them.

It's not that Mann, founder of management consulting firm Midnight Oil, is
opposed to networking.

Developing relationships, getting referrals and connecting with potentially new

clients is crucial to his business.

He has as many as eight business-related meals a week. He regularly attends a

weekly networking group in Los Angeles, where 55 professionals meet for
Saturday breakfast to discuss trends in technology, media and entertainment. He
visits trade shows, conferences and seminars to make connections.

Yet he says social networking Web sites such as LinkedIn, Facebook and MySpace,
which let people post their profiles and potentially link up with hundreds of others,
isn't for him.

34
Quantity, Quality

"Networking to me means adding real, incremental value to the person you meet,"
Mann said. "You can't screen people on social networks the way you can in real
life.

"Social networks are not so much about quality as they are about quantity. And
quantity means you have to kiss a lot of frogs with the hope that someday you'll
find a prince."

Social networking Web sites remain a social experiment. Whether these sites can
maintain stickiness keeping people coming back is critical to keeping
enough viewers to draw advertisers.

But as Mann attests, not everyone likes the sites, for business or pleasure.

35
Users of Facebook revolted when the firm unveiled Beacon, a system designed to
catalog user activity and use the data so advertisers could more accurately track
ads.

Privacy advocates and analysts said Beacon was far more invasive than the
company implied.

Facebook founder Mark Zuckerberg issued a public apology and changed the
program so that only users who wanted to be part of Beacon were included in the
program.

"The push-back was strong," said Nicholas Givotovsky, an analyst with research
firm Diffusion Group. "Sometimes what people want isn't directly in line with the
business model of the company. Limits are being felt."

A case in point to the limitations is a story told by Fons Tuinstra, director of

speaker relations for China-based Chinabiz Speakers, on a recent Web posting
titled "Why LinkedIn Does not Work for Me."

Tuinstra used LinkedIn to see if his contacts on the site would help him connect to
their contacts, in a bid to develop some business relationships.

It didn't work.

Turns out his contacts really didn't know the people they had listed as their
contacts, or at least didn't know them well enough to feel comfortable forwarding
Tuinstra's request.

Wrote Tuinstra: "A large number of people . . . have so many contacts that they
cannot realistically know them personally."

36
Tuinstra then offered this advice: "You should only add people you really know to
your contact list."

Then there's the case of a man we'll call John Doe, since he spoke on condition he
not be identified.

On Facebook, John had linked to a female acquaintance that another friend

recommended, thinking she might become a client down the road.

Racy Photos When her photo popped up on John's Facebook page one time, John's
girlfriend happened to see it, and asked about her.

"My girlfriend began to think I had a secret life," he said.

So John invited his girlfriend to check out his new friend's Facebook page, to learn
that the connection was a professional contact. But John himself had failed to
check out his new friend's Facebook page thoroughly.

And the friend had several racy photos of herself on the site, which his girlfriend
saw, adding to her suspicions. "Things escalated, and it ended up with my
girlfriend leaving me," John said.

That example is among the reasons Mann and others avoid social networks. "You
can end up putting control into the hands of people who don't have your best

37
interest at heart," Mann said. "You can end up destroying your brand quicker than
anything else."Analyst Givotovsky advises caution.

"You can't treat social networking with the casualness you would a video game,"
he said. "People need to think hard about how they spend their time in the digital
world, on what terms and what mechanisms they use."

38
 OTHER RESEARCH

Networks and Network Structure

Social network sites also provide rich sources of naturalistic behavioural data.
Profile and linkage data from SNSs can be gathered either through the use of
automated collection techniques or through datasets provided directly from the
company, enabling network analysis researchers to explore large-scale patterns of
finding, usage, and other visible indicators (Hogan, in press), and continuing an
analysis trend that started with examinations of blogs and other websites. For
instance, Golder, Wilkinson and Huberman (2007) examined an anonym zed
dataset consisting of 362 million messages exchanged by over four million
Facebook users for insight into Finding and messaging activities. Lampe, Ellison,
and Steinfield (2007) explored the relationship between profile elements and
number of Facebook friends, finding that profile fields that reduce transaction costs
and are harder to falsify are most likely to be associated with larger number of

39
friendship links. These kinds of data also lend themselves well to analysis through
network visualization.

Social networking sites researchers have also studied the network structure of
Friendship. Analyzing the roles people played in the growth of Flicker and Yahoo!
360's networks, Kumar, Novak, and Tomkins (2006) argued that there are passive
members, inviters, and linkers "who fully participate in the social evolution of the
network". Scholarship concerning Live Journal's network has included a
Friendship classification scheme (Hsu, Lancaster, Paradesi, & Weniger, 2007), an
analysis of the role of language in the topology of Friendship (Herring et al., 2007),
research into the importance of geography in Friending

(Liben-Nowell, Novak, Kumar, Raghavan, & Tomkins, 2005), and studies on what
motivates people to join particular communities (Backstrom, Huttenlocher,
Kleinberg, & Lan, 2006). Based on Orkut data, Spertus, Sahami, and Bykkkten
(2005) identified a topology of users through their membership in certain
communities; they suggest that sites can use this to recommend additional
communities of interest to users. Finally, Liu, Maes, and Davenport (2006) argued
that Friend connections are not the only network structure worth investigating.
They examined the ways in which the performance of tastes (favorite music,
books, film, etc.) constitutes an alternate network structure, which they call a "taste
fabric."

Bridging Online and Offline Social Networks

Although exceptions exist, the available research suggests that most SNSs
primarily support pre-existing social relations. Ellison, Steinfield, and Lampe

40
(2007) suggest that Facebook is used to maintain existing offline relationships or
solidify offline connections, as opposed to meeting new people. These
relationships may be weak ties, but typically there is some common offline element
among individuals who friend one another, such as a shared class at school. This is
one of the chief dimensions that differentiate SNSs from earlier forms of public
CMC such as newsgroups (Ellison et al., 2007). Research in this vein has
investigated how online interactions interface with offline ones. For instance,
Lampe, Ellison, and Steinfield (2006) found that Facebook users engage in
"searching" for people with whom they have an offline connection more than they
"browse" for complete strangers to meet.

Privacy

Popular press coverage of SNSs has emphasized potential privacy concerns,

primarily concerning the safety of younger users (George, 2006; Kornblum &
Marklein, 2006). Researchers have investigated the potential threats to privacy
associated with SNSs. In one of the first academic studies of privacy and SNSs,
Gross and Acquisti (2005) analyzed 4,000 Carnegie Mellon University Facebook
profiles and outlined the potential threats to privacy contained in the personal
information included on the site by students, such as the potential ability to

41
reconstruct users' social security numbers using information often found in
profiles, such as hometown and date of birth.

Acquits and Gross (2006) argue that there is often a disconnect between students'
desire to protect privacy and their behaviours, a theme that is also explored in
Stutzman's (2006) survey of Facebook users and Barnes's (2006) description of the
"privacy paradox" that occurs when teens are not aware of the public nature of the
Internet. In analyzing trust on social network sites, Dwyer, Hiltz, and Passerini
(2007) argued that trust and usage goals may affect what people are willing to
shareFacebook users expressed greater trust in Facebook than MySpace users
did in MySpace and thus were more willing to share information on the site.

In another study examining security issues and SNSs, Jagatic, Johnson, Jakobsson,
and Menczer (2007) used freely accessible profile data from SNSs to craft a
"phishing" scheme that appeared to originate from a friend on the network; their
targets were much more likely to give away information to this "friend" than to a
perceived stranger. Survey data offer a more optimistic perspective on the
issue,suggesting that teens are aware of potential privacy threats online and that
many are proactive about taking steps to minimize certain potential risks. Pew
found that 55% of online teens have profiles, 66% of whom report that their profile
is not visible to all Internet users (Lenhart & Madden, 2007). Of the teens with
completely open profiles, 46% reported including at least some false information.

42
 UTILIZATION IN BUSINESS

There are many ways that business can use social networking web sites to their
advantage but we are going to focus on three. The first aspect of a business that
could use a social networking website for would be the hiring of employees. Such
sites as Monster.com actually help many people searching for jobs and many

43
companies looking for employees to find each other. Its as simple as creating your
own resume and putting it out there. Monster.com then takes your resume and
compares it to the needs and wants that companies have posted on the web site and
connects the company with people who meet or exceed their posted standards. This
a lot faster and involves a more broad spectrum of resources for which a company
can use to find the perfect employee.

Another aspect of business affected by social networking websites is marketing.

With the millions of people that use social networking web sites, what better way
to market your product then by buying space on those web sites? Whether its
through banners or links millions of people will view your ads should they be
placed on a social networking website. An example is that of 1up.com. Through its
great reputation to gamers many gaming companies are willing to spend thousands
of dollars for advertising space since they know that gamers who view the web site
will most likely learn about their product. Not only is online advertising more
effective than commercial advertising such as TV ads and magazines, its also
more cost effective and reaches far more people than other forms of advertising.
An example of the effectiveness of internet advertising is YouTube.com in which
experts have estimated that Given its traffic levels, video streams and page views,
some have calculated that YouTube's potential revenues could be in the millions
per month. (YouTube, 2007)

A third aspect of business that is affected by social networking websites is that of

fair pricing. With so many businesses out there creating virtually the same product
its easy for one to get lost in the broad spectrum of products. With social
networking websites people can get advice from experts, gain knowledge of
product through others who have used it, and get reviews on nearly anything that is
44
mass produced today. This in turn is also great for businesses. With all this
information out there concerning products its easy for a company to look through
it and see what customers want and for how much. This in turn leads to better
products being made to suit the customers needs and wants.

45
 ANALYSIS AND INTERPRETATION

Q1: Do you use any social networking sites?

(a) Yes (b) No.

Yes No

2%

98%

Interpretation
The above chart shows that 98% of the respondents use social networking sites and
only 2% refrain from any social networking site. This means that most of the
people are on social media.

46
Q2: Which sites do you use among the available social networking sites?
(a) Facebook (b) Orkut
(c) Twitter (d) Other.

68

15
12
5

facebook orkut twitter others

Interpretation

47
68% respondents use Face book, 5% Orkut, 12%, Twitter and 15% uses other
social networking sites.Q3: How much time do you spend on these sites?
(a) An hour a day
(b) Two hour a day
(c) Three hour a day
(d) More than four hour.

60

50

40

30

20
Series 1
10

Interpretation
53% respondents spend at least one hour on their social networking sites, 20%
people two hours, 15% three hours and 12% more than four hours on their
websites.

48
Q4: Do you think that social networking sites are useful?
(a) Yes (b) No
(c) Cant say.

90

80

70

60

50

40

30

20

10

0
Yes No can't say

Interpretation
80% respondents believe that social networking sites are useful, 8% think
that these sites create misconception in the mind of users, 12% have no view
on this question 12% people were of the view cant say.

49
Q5: If yes, in which way.?
(a) Connecting people (b) Time pass
(c) Entertainment (d) Profession
(e) Other.

9%

18%

46%
connecting people time pass entertainment profession others

15%

12%

Interpretation
This question was asked to 80% of the users which says yes that these sites
are useful and from them 46% users think it is useful because it connects
people to each other and 12% people think that it is a good time pass and 15%
people think that it is a good source of entertainment and 18% people uses
these sites as a profession and 9% people uses these networking sites in other
way.

50
Q6: Do you think that these sites highly affect the mind of youth?
(a) Yes (b) No
(c) Cant say.

can't say; 10%

no; 35% yes ; 55%

Interpretation
55% users think that these sites effect the mind of the of the youth in a wrong
way or in a criminal way and 35% people think that these sites does not affect
the mind of the youth and 10% users have no view on this question.

51
Q7: Do you think that social networking sites are helpful in collecting the
information?
(a) Yes (b) No
(c) Cant say.

80
70
60
50
40
30
20
10
0
Yes
No
Can't say

Interpretation
80% users think that internet is a ocean of information from where we can get
any information regarding any topic and 8% people think that in internet we
cannot get any information on any topic.

52
Q8: Do you think all the information given on social networking sites are true?
(a) Yes (b) No
(c) Cant say

60

50

40

30

20

10

0
Yes No Can't say

Interpretation
50% users believe that all information available in the internet are true and
correct and 40% users think that information available in the internet are
incorrect and fake and 10% users have no view on this question.

53
Q9: Do you think that social networking sits are secure?
(a) Yes (b) No
(c) Cant say.
70

60

50

40

30

20

10

0
Yes No Can't say

Interpretation
60% people are not sure about the security of social networking sites. On the
other hand only 10 % people are sure about the security and remaining 30 %
people are unaware of it.

54
Q10: Do you think social media is highly solicited in present situation?
(a) Yes (b) No
(c) Cant say.

Can't say; 15% Yes; 10%

No; 75%

Interpretation
75% users say nowadays social media is very common to all and most of the
population uses social media and these media provide a big role in their life
and 10% users say that these sites are highly solicited in current situation and
15% users cant say anything.

55
Q11: Do you get carried among by the photograph and lines posted by your social
networking friends?
(a) Highly (b) Some times
(c) Never.

Highly Sometime Never

10%
20%

70%

Interpretation
70% users sometimes carried the photographs and post that are posted by
their friends or relatives and 10% users highly carried the photographs and
post that are posted by their friends and 20% users never carried the post that
are posted by their friends.

56
Q12: Do the advertisement displayed over the sides affect you and to what extend?
(a) Highly affect (b) No affect
(c) To some extent (d) cant say.

Highly affect No affect To some extent Can't say

8% 10%

12%

70%

Interpretation
Mind of the 70% users are been affected by the add that are posted at the
sides of the social networking sites up to some extent and it highly affect the
mind of the 10% users and there is no affect in the mind of the 12% users and
8% users cant say anything that it affect their mind or not.

57
Q13: The harmful effect you undergo due to continuous use of social networking
sites?
(a) Relating to eyes (b) Obesity
(c) Spinal cord (d) Other.

65

10 17
18
Relating to eyes
Obesity
Spinal cord
Others

Interpretation
These networking sites effect the eyes of the 65% of the users and these sites
effect the obesity of the 10% users and it effect the spinal cord of the 17%
users and 18% have other effect their body due to continuous use of these
social networking sites.

58
Q14: Do you think social media marketing is a fast and better communication tool
than traditional media?
(a) Yes (b) No

Yes; 30

No; 70

Interpretation
70% users believe that these social networking media are more fast and
efficient than the traditional media and 30 % users think that traditional
media are more fast than the social networking media..

59
Q15: Do you prefer to use social networking sites for any of the following
purpose?
(a) Study material (b) Online shopping
(c) Organising events (d) others.

45

30

15

10

Study material Online shopping Organising events Others

Interpretation
45% users uses these networking media as a study material and for getting
information and 30% users uses these networking media for online shopping
and 10% users uses this media for organising various events and 15% user
uses this media in other basis.

60
 Influence of networking sites on lifestyle:

Social networking sites have some or the other sort of influence on the lifestyle of
the people. While some people did not feel that it influences the lifestyle as they
use these networking sites just for connecting with friends and did not feel its
influence on their lifestyle.

On the other hand, those who feel that it has some influence on their lifestyle had a
lot to share. The responses suggest that some people have got addicted to the
networking sites and use them more often and as such their life is completely
influenced by these. People find it trendy to use these networking sites and being a
member of the sites is considered trendy and in vogue thing. Some people surf
these sites to interact with people with similar preferences and it helps in their
decision-making ability. They take the views and suggestions of the people before
taking any such decisions and feel quite comfortable with it. Some people get
knowledge about latest trends in fashion, electronic gadgets etc.

The most staggering influence of these networking sites for some people is the use
of abbreviated words like d for the and likewise. They tend to use the similar
words in their day to day life and even in official communication and often have
suffered due to this. For students, it often comes across during exams.

Some people use abusive words to vent out their feelings on these networking sites
and the same has been seen in their personal life of late. Certain people often use
communities to dishonour their teachers and bosses or use bad-mouthing words for
even celebrities and sports stars.

61
 Negative/bad experience from networking sites:

Generally the networking sites have been of great utility to the users and they have
found it of immense importance. But some people have had bad experiences from
these networking sites. These bad experiences have been seen observed more by
the female users than male users. The verification of genuine identity of the people
is a problem. Many users have suffered from the same. People pose as someone
else and tend to seek personal or confidential knowledge. This has led to breach of
trust of a section of respondents. The albums are accessible to everyone and as
such the pictures can be easily copied and have even been distorted in some cases
and put on fake profiles. Same is the case with scrapbooks or message boxes which
is visible to everyone. Information meant for one person is visible to everyone and
is often harmful in relations. Some unknown people also put their comments on the
scrapbooks to attract undue attention. The language is also offensive on many
occasions.

The communities have even created furore over national and religious sentiments.
Due to absence of any strict monitoring, communities targeted to humiliate one or
the other community has mushroomed. Communities like I hate Muslims or I
hate Hindus have created differences among the people and have often invited
unwanted tension and rift. Some community had an Indian flag burning which
shook the entire users of India and the national sentiments as a whole.

62
 Other insights:

Social networking sites have become a way of expression for some individuals.
They feel that life would have been incomplete without these sites. These have
shrunk the entire world and provided a common platform for all. Some people find
it very important in this age of ever changing world where people move from one
place to another very frequently. It has also bridged borders and brought about
cross-cultural understanding and sensitivity. The need is to utilize it effectively for

good reasons and find ways to curb its negative influence. The situation also
demands some kind of moral trafficking and policing to regulate its use. Even the
use of a social security number or some unique national identity could be asked for
while opening an account to prevent its misuse. Privacy is a concern which some
of the sites like Orkut have got sensitized to and are providing security option to
the users as to enable them use it as per their own discretion and avoid mishandling
of their information or pictures, etc.

All the uses of these networking sites vary from person to person and their
mentalities. Like each system has its good things as well as bad things, these sites
also have both the aspects. It now depends on the individual how well they are
going to use the same. Effective utilization is the source to gaining maximum
advantage out of these networking sites.

63
 LIMITATIONS OF THE STUDY

1. The sample size that we have taken is 100 which we are assuming that it is
homogeneous and enough to carry out the research.
2. Most of the sample population consists of students and hence our research
mainly focuses on students using social networking sites.
3. The analysis done is mainly judgmental in nature.
4. The concept of social networking sites is not very old in India thus not much
of research has been done in regards to its effects.
5. The expertise of the questionnaire design is limited.
6. The underlying assumption is that the survey conducted in limited area
represents the general psyche of the users of the social networking site.

64
 CONCLUSION

A social networking web site is an online community in which people can connect
to others with similar interests. Since their start in 1995 with Classmates.com,
social networking web sites have grown enormously to include such huge sites
today as hi5.com, Facebook.com, and orkut.com. Through these sites businesses
can use social networking web sites to connect to potential employees, market new
products, and get feedback on their current products as well as new ideas for future
products. Although there are many valuable assets to social networking web sites,
there are also major issues that the sites must address such as the protection of
private information, the protection of children, and the protection of copyrighted
material. Although they have issues, social networking web sites are still one of the
best inventions of the modern era because they connect so many people.

The work described above contributes to an on-going dialogue about the

importance of social network sites, both for practitioners and researchers. Vast,
uncharted waters still remain to be explored. Methodologically, SNS researchers'
ability to make causal claims is limited by a lack of experimental or longitudinal
studies. Although the situation is rapidly changing, scholars still have a limited
understanding of who is and who is not using these sites, why, and for what
purposes. Such questions will require large-scale quantitative and qualitative
research. We hope that our findings and the work described here will help build a
foundation for future investigations of these and other important issues
surrounding social network sites.

65
 SUGGESTIONS

Some ideas for future research for social networking websites would be personal
contact offices to register on these sites to determine the legitimacy of the person
who is trying to register. Although this would most likely end up a great hassle, it
would provide the best security out there for people who are trying to have safe fun
and connect with people that share similar interests and ideas.

Another future tool social networking websites could use would be a licensing
agreement with certain parties to prevent copyright infringement from happening
on the Internet.

66
Here are some Golden Rules of Networking that we suggest to be
followed:
1. Help without expecting immediate returns you never know, if the small favour
you give to other person might get you his recommendation for the coveted
position in his company a few years down the line.
2. Pursue excellence in all you do ensure that people recommend you because of
your good work
3. Be genuine people will see through your faade sooner or later
To summarize at this point-
1. Use each interaction with someone as an opportunity to network to build a
relationship
2. Base these interactions on the 3 principles to increase your effectiveness at
networking.

67
 Annexure
Dear sir/madam,
I am JAGPALAN PRAJAPATI a student of BBAVI semester
School of Management Sciences Varanasi. I am
conducting a field survey on topic HABIT OF SOCIAL
NETWORKING AMONG YOUTH IN VARANASI

Please provide your kind support in filling up

this questionnaire

PERSONEL INFORMATION

NAME--.....................................................
AGE--...................... CONTACT
NO.--......................................
GENDER--Male ( ) Female-- ( )
E-MAIL--......................................................

QUE.1--Do you use any social networking sites?

(a) Yes (b) No

QUE.2--Which sites you often use among the

available social networking sites?

(a) Facebook (b) Orkut

(c) Twitter (d) Other (...................................)

68
QUE.3--How much time you spend on these sites?

(a) An hour a day.

(b) Two hour a day.
(c) Three hour a day.
(d) More than four hour.

QUE.4--Do you think that social networking sites

are useful?

(a) Yes (b) No

(c) Can`t say.

QUE.5--If yes, in which way...................?

(a) Connecting people (b) Time pass.

(c) Entertainment. (d) Profession.
(e) Other............................. (Specify).

QUE.6--Do you think that these sites highly affect

the mind of youth?

(a) Yes (b) No

(c) Can`t say.

69
QUE.7--Do you think that social networking sites
are helpful in collecting the information?

(a)Yes (b) No
(c) Can`t say.

QUE.8Do you think that all the information given

on social networking sites are true?

(a)Yes (b) No
(c) Cant say.

QUE.9--Do you think that social networking sites

are secure?

(a)Yes (b)No
(c) Can`t say.

QUE.10--Do you think social media is highly

solicited in present situation.

(a)Yes (b) No
(c) Can`t say.

QUE.11Do you get carried among by the

photograph and lines posted by your social
networking friends?

(a)Highly (b) Some times.

(c) Never.

70
QUE.12--Do the advertisement displayed over
these sites affect you and to what extent?

(a)Highly affect (b) No affect

(c) To some extent (d) Can`t say.

QUE.13The harmful effects you undergo due to

continuous use of social networking sites?

(a)Relating to eyes. (b)Obesity.

(c) Spinal cord. (d) Other.........................
(Specify).

QUE.14Do you think social media marketing is a

fast and better communication tool than traditional
media?

(a)Yes (b) No

QUE.15Do you prefer to use social networking

sites for any of the following purpose?

(a)Study material. (b) Matrimony.

(c) Organizing events. (d)
Other......................... (Specify).

71
 BIBLIOGRAPHY
WEB SITES:

www.wikipedia.com
www.orkut.com
www.facebook.com
www.twitter.com
www.hi5.com
www.google.com
WWW.Youthworld.com

72