同自己人打成一片
关键词： 自己人，打成一片 Social networking Hanging with the in-crowdSocial networking
社交网络
Hanging with the in-crowd
同自己人打成一片
Sep 14th 2006
From The Economist print edition
Big media firms and investors are cosying up to social-networking websites
大型传媒公司和投资者纷纷看好社交网络服务类网站
WEBSITES for social networking have never had so many friends. The best known, MySpace, recently became the most visited website in America. Its acquisition last year by News Corporation, a media giant headed by Rupert Murdoch, for $580m now looks like a masterstroke. Other media groups and investors are crowding around other such websites, which allow people to create their own pages with photos and blogs and make connections with other people. Takeover rumours have been swirling around two smaller sites, Facebook and Bebo. And a group of investors recently put $10m into Friendster, an early example of the genre that is trying to make a comeback. Even Wal-Mart, an American retailing giant, has started a social-networking site, called The Hub — to widespread derision, because it forbids the racy content that users enjoy.
社交服务类网站从未像现在这样炙手可热过。其中最为人熟知的网站 — MySpace近来荣登美国网站点击率榜首。去年，鲁珀特•默多克（Rupert Murdoch）领衔的的传媒巨头新闻集团斥资 5.8亿美元收购了MySpace，此举现在看来委实高明。其他传媒集团和投资者也蜂拥而上，盯上了这类能让人们用照片和网络日志建立个人网页，并能与他人交流的网站。有关两家规模较小的社交网络——Facebook和Bebo将被收购的传闻一直萦绕耳畔 / 。最近，还有一批投资者向Frindster注资了1千万美元，后者是此类网站的早期代表，正试图重拾往日尊严。就连美国零售业巨头沃尔玛也启用一个名为 The Hub 的社交服务网站。此举被传为笑柄，原因是该网站对用户所喜爱的那些独特而活泼的内容予以禁止。
After plenty of initial scepticism, investors now accept that MySpace and its rivals can make a lot of money by selling advertising space. Advertisers were wary of putting ads on individual home pages, which often feature lewd and unpredictable content. But they cannot ignore the fact that millions of young people spend hours on these websites. Last month MySpace made a deal allowing Google, an internet-search giant, to sell a big chunk of ad space on MySpace and on News Corp's other websites over the next three years. Google has guaranteed a minimum of $900m in revenue in return.
在打消最初的种种疑虑之后，投资者们现在已经认可，MySpace及其对手能够通过出售广告空间创造滚滚财源 / 丰厚的收入。过去，广告商们往往对在个人网页上刊登广告行事谨慎，常以淫秽且难以预料的内容作为看点。但现在，他们无法忽视这一事实：数百万计的年轻人在这些网站一呆就是好几个小时。上个月，MySpace同搜索巨擎Google达成协议，在未来三年中允许Google在MySpace以及新闻集团旗下其他网站上出售大量广告空间。Google已保证此协议至少将带来9亿美元的回报。
The more attractive social networking becomes as a business, of course, the more competition there will be. The very biggest internet firms—Google, Yahoo! and AOL—have all launched services, but so far independent ones have been the most popular: MySpace, the biggest, has over 108m users. So potential buyers are circling and MySpace's rivals are jockeying for position.
社交服务类网站对商家的诱惑力越大，竞争自然也就越激烈。Google, Yahoo!、AOL三家规模最大的互联网公司均已推出此类服务，可截至目前，还是独立经营的网站最受欢迎：其中规模最大的MySpace已拥有超过1亿零8百万名用户。有鉴于此，潜在买家正像蝴蝶一样围着MySpace这朵花儿转 / MySpace已吸引了众多潜在买家 ，其竞争对手也正挖空心思，欲取之而后快。
MySpace invaders
MySpace的挑战者
This week Facebook, with around 9m registered users, made a move to take on MySpace. Facebook was founded by Mark Zuckerberg, a student who put Harvard's yearbook on the internet in 2004. His creation then spread to Yale and beyond. It now covers most American colleges and many high schools. In contrast to MySpace, which accepts everyone, Facebook is based on separate, closed networks for each college or school; members can link to someone in another network only with his permission. This allows Facebook to provide a more exclusive, secure and trusting environment than MySpace—and to earn more from advertisers, who want to sell to college students. Chris DeWolfe, the chief executive of MySpace, says Facebook has done a brilliant job at colleges, “but it's limited to that, and it will be easy [for rivals] to copy outside America.”
本周，拥有约9百万注册用户的Facebook欲挑战MySpace。Facebook由一位名叫马克•扎克伯格（Mark Xuckerberg）的学生创建。2004年马克将“哈佛大学年鉴”搬上了互联网。随后，他的创作随后扩展至耶鲁等更多高校。目前，Facebook已涵盖美国大部分高校和许多中学。与MySpace来者不拒的作风相反，Facebook为每间大学或中学创建独立且封闭的网络，在此基础上，另一网络中的成员必须要获得本人许可后，才能与之连接。这使得Facebook能够提供比MyFace更小众、更安全同时也更可靠的网络环境，从而从想做大学生生意的广告商那里得到更多。MySapce的首席执行官克里斯•德沃尔夫（Chris DeWolfe）表示，Facebook的高校市场开发得很好，然而“这也是Facebook的局限所在，（因为）竞争对手能轻而易举地在别国照抄这种运作模式。”
But on September 12th Facebook announced plans to fling open its doors and introduce regional networks for the whole world, open to everyone. “We want to be a universal utility,” says Mr Zuckerberg, who wants to move beyond Facebook's academic niche. Meddling with the formula could prove controversial: last week the firm provoked angry protests when it introduced, and then had to disable, a new feature that issued automatic alerts to users about their friends' activities on the site. The personal nature of the information posted on social-networking sites means users are sensitive to any changes—and wield unusual power as a result.
话虽如此，9月12日，Facebook宣布了对所有人广开大门，面向大众，将区域性网络推向全世界的计划。“我们想做一份服务四海的事业，”扎克伯格说。他希望带领Facebook突破学院派的小圈子。打乱规则可能会引来争议：上周，Facebook刚推出一项自动通知用户其友人在线活动的新功能，就惹来了用户愤怒的抗议，这项功能随后不得不被停用。社交服务类网站所发布信息私人化的特点意味着用户对任何变化都很敏感，因此也对网站施以非同一般的影响力。
Other networks are not sitting still, either. MySpace is expanding overseas, though it has been overtaken in Britain by Bebo, a rival site popular with teenagers, according to Hitwise, a firm that tracks internet usage. Bebo trails behind MySpace and Facebook in America, but wants to be first or second in English-speaking countries, says Jim Scheinman, its head of business development. Cyworld, the biggest social-networking site in South Korea, recently moved into America and Taiwan and is already available in China and Japan. And Mixi, the dominant site in Japan, went public this week in a spectacular debut on the Tokyo Stock Exchange.
其他社交服务类网站也不甘心坐以待毙。MySpace正在向海外扩张，尽管在英国它已被对手Bebo超越。一家跟踪互联网使用量的公司Hitwise称，Bebo在青少年间很受欢迎。虽然在美国，Bebo无法与MySpace和Facebook抗衡，屈居第三，其业务发展部主管吉姆•谢尔曼（Jim Scheinman）却声称，Bebo有意成为所有英语国家的中数一数二的社交网络。 韩国最大的社交服务类网站Cyworld最近正进入美国和台湾地区的市场，中国和日本的用户已经能够使用它们的服务。与此同时，日本同行业中最有实力的网站Mixi本周也在东京证交所大张旗鼓地首次公开发行股票。
The newly revived Friendster is aiming at urban professionals in their 20s and 30s. Kent Lindstrom, its new president, says that whereas MySpace is “for people when they want to express their party, fun self, Friendster is more solid—it's where you keep your real friends for life.” But Friendster's greatest strength may be the patent on social-networking it was awarded this year in America. Mr Lindstrom says Friendster is considering its options, which could include sending out “cease and desist” orders to other social networks, or demanding that they pay licence fees. “Friendster probably has a greater opportunity to generate revenue from its patents than from building up its business,” says Kevin Werbach, an expert in technology law at the Wharton School of the University of Pennsylvania.
最近刚刚复苏的Friendster正在开拓针对20至30岁的城区职业人士的市场。 公司新任总裁肯特•林德斯特伦（Kent Lindstrom）表示，就算MySpace 为“人们提供了向死党倾诉、取悦自己的空间 / 虽然MySpace让人们展现活泼，诙谐 / ；Friendster相比也更为牢靠，在这里你能够同现实生活中的好友保持联系。”不过，Friendster最大的优势也许在于今年获得的社交服务网站在美国的专利。林德斯特伦表示，Friendster正在考虑如何行使其权利，其中可能包括对其他社交网站发出“停止并终止”的命令，或要求它们缴纳专利费。宾西法尼亚大学沃顿（Wharton）学院的科技法专家凯文•韦巴赫（Kevin Werbach） 表示，“ Friendster的依靠专利获利的机会也许会大过它发展业务。” / 对于friendster来说也许出售专利比发展业务更有利可图。“
Catching up with MySpace will be difficult, because as well as being the largest social network, it is also the most advanced in offering traditional media content. From the beginning, Mr DeWolfe saw it as a new kind of internet portal centred around culture. To that end, MySpace is far more active offline than its rivals. It is running a series of concerts, for instance, in which bands such as The Killers and Primal Scream play to tiny audiences of MySpace users in small venues. (The site's emergence as the MTV of its generation helps to explain why Tom Freston was sacked last week as the boss of Viacom, the media giant that owns MTV. Having fallen behind in this new area, Viacom is said to have considered buying Bebo, but balked at the asking price.)
要赶超MySpace是困难的，因为它不但是规模最大的社交网站，它在提供传统媒介内容方面也是最先进的。从一开始，德沃尔夫就将它视为一种新型的以门户网站为核心的周边文化。/ 围绕文化而形成的一种新型的门户网站。因此，MySpace在线下远比其对手活跃。它举办了一系列音乐会，诸如The Killer以及Primal Scream这样的乐队就曾为MySpace用户举办过小场演奏会。（MySpace的出现就象MTV对它那一代的意义一样，这有助于解释上周维亚康姆（Viacom）总裁汤姆-富莱斯顿（Tom Freston）为何会被解雇。维亚康姆是MTV的母公司，但在社交网站新块领域已被远远甩在后面。有传闻说维亚康姆曾考虑收购Bebo，但询价之后就没了后文。）
The question for MySpace, says Mr Werbach, is whether it can grow into a business on the scale of Yahoo!, eBay or Amazon. Pali Research, an independent research firm in New York, estimates that MySpace had revenues of $150m and made a loss of $50m in the year to June 2006, after making payments to its founders. Pali predicts $300m in revenues and profits of $200m in the year to June 2007, excluding revenue from its deal with Google. Like other social-networking sites, MySpace has not had to advertise itself, and its users provide most of its content, which should produce profit margins.
韦巴赫表示，MySpace的问题在于，它能否把生意做到像Yahoo!、 eBay 或Amazon那样的规模/层次。据美国一家独立市场研究公司Pali Research预计，到2006年6月MySpace的总收入为1.5亿美元，在支付创始人应得报酬后，将面临5千万美元的亏损。Pali还预计，到2007年6月，MySpace的总收入将为3亿美元，盈利2亿美元，这还不包括与Google之协议所带来的收入。同其他社交服务网站一样，MySpace无需为自己做广告，而且用户生成网站上大部分的内容，这就产生了利润空间。
Investors used to worry that social networks were just a fad—though such concerns are fading, since MySpace and Facebook seem to be keeping their appeal. A new worry, however, is what could happen if there are cutbacks in advertising spending. Advertisers tend to get out of the newest, least-proven forms of media first, so social networking is vulnerable, says Geoffrey Sands, head of global media and entertainment at McKinsey, a consulting firm. He expects a shakeout among social-networking sites if advertising spending falters, though the strongest will survive.
投资者们过去常担心的社交服务类网络之流行只是昙花一现，这样的忧虑正逐渐消退，因为MySpace和Facebook 看来魅力不减。但新的担忧接踵而来，如果广告费用锐减，会对社交网络产生什么影响？麦肯锡（McKinsey）咨询公司全球传媒及娱乐研究部的部长杰弗里•赛兹（Geoffrey Sands）表示，广告商们将倾向于摔先退出新兴的，最少经考验的媒体形态，因此社交网站还很脆弱。他预计，一旦广告投入踌躇不前，这些社交服务类网站将面临洗牌，只有最强者才能生存下来。
One defence for social networks is to develop other revenue streams. Last week MySpace announced that it would launch a music-download service later this year. Mr Zuckerberg points to Facebook's self-service marketing business, which charges under $50 for “flyers” on the site—to advertise a local restaurant or a club night—as a kind of advertising that should be immune to trends among big corporate advertisers. As far as their business models go, social-networking sites are still in their teen years, with bags of potential.
社交服务类网站的一条出路就是另辟财路。上周，MySpace宣布它将于今年下半年推出音乐下载服务。Facebook的扎克伯格则青睐自助营销类业务。这种业务让当地的餐馆或夜总会花费不到50美元可在Facebook上刊登传单式广告，此类广告将不会随大公司广告客户之趋势逐渐衰退。就商业模式而言，社交服务类网站目前还处于其青春期，未来的发展潜力无穷。
icetea 翻译
shelleytan 审校纵情狂欢 的自我
社交网络
Hanging with the in-crowd
同自己人打成一片
Sep 14th 2006
From The Economist print edition
Big media firms and investors are cosying up to social-networking websites
大型传媒公司和投资者纷纷看好社交网络服务类网站
WEBSITES for social networking have never had so many friends. The best known, MySpace, recently became the most visited website in America. Its acquisition last year by News Corporation, a media giant headed by Rupert Murdoch, for $580m now looks like a masterstroke. Other media groups and investors are crowding around other such websites, which allow people to create their own pages with photos and blogs and make connections with other people. Takeover rumours have been swirling around two smaller sites, Facebook and Bebo. And a group of investors recently put $10m into Friendster, an early example of the genre that is trying to make a comeback. Even Wal-Mart, an American retailing giant, has started a social-networking site, called The Hub — to widespread derision, because it forbids the racy content that users enjoy.
社交服务类网站从未像现在这样炙手可热过。其中最为人熟知的网站 — MySpace近来荣登美国网站点击率榜首。去年，鲁珀特•默多克（Rupert Murdoch）领衔的的传媒巨头新闻集团斥资 5.8亿美元收购了MySpace，此举现在看来委实高明。其他传媒集团和投资者也蜂拥而上，盯上了这类能让人们用照片和网络日志建立个人网页，并能与他人交流的网站。有关两家规模较小的社交网络——Facebook和Bebo将被收购的传闻一直萦绕耳畔 / 。最近，还有一批投资者向Frindster注资了1千万美元，后者是此类网站的早期代表，正试图重拾往日尊严。就连美国零售业巨头沃尔玛也启用一个名为 The Hub 的社交服务网站。此举被传为笑柄，原因是该网站对用户所喜爱的那些独特而活泼的内容予以禁止。
After plenty of initial scepticism, investors now accept that MySpace and its rivals can make a lot of money by selling advertising space. Advertisers were wary of putting ads on individual home pages, which often feature lewd and unpredictable content. But they cannot ignore the fact that millions of young people spend hours on these websites. Last month MySpace made a deal allowing Google, an internet-search giant, to sell a big chunk of ad space on MySpace and on News Corp's other websites over the next three years. Google has guaranteed a minimum of $900m in revenue in return.
在打消最初的种种疑虑之后，投资者们现在已经认可，MySpace及其对手能够通过出售广告空间创造滚滚财源 / 丰厚的收入。过去，广告商们往往对在个人网页上刊登广告行事谨慎，常以淫秽且难以预料的内容作为看点。但现在，他们无法忽视这一事实：数百万计的年轻人在这些网站一呆就是好几个小时。上个月，MySpace同搜索巨擎Google达成协议，在未来三年中允许Google在MySpace以及新闻集团旗下其他网站上出售大量广告空间。Google已保证此协议至少将带来9亿美元的回报。
The more attractive social networking becomes as a business, of course, the more competition there will be. The very biggest internet firms—Google, Yahoo! and AOL—have all launched services, but so far independent ones have been the most popular: MySpace, the biggest, has over 108m users. So potential buyers are circling and MySpace's rivals are jockeying for position.
社交服务类网站对商家的诱惑力越大，竞争自然也就越激烈。Google, Yahoo!、AOL三家规模最大的互联网公司均已推出此类服务，可截至目前，还是独立经营的网站最受欢迎：其中规模最大的MySpace已拥有超过1亿零8百万名用户。有鉴于此，潜在买家正像蝴蝶一样围着MySpace这朵花儿转 / MySpace已吸引了众多潜在买家 ，其竞争对手也正挖空心思，欲取之而后快。
MySpace invaders
MySpace的挑战者
This week Facebook, with around 9m registered users, made a move to take on MySpace. Facebook was founded by Mark Zuckerberg, a student who put Harvard's yearbook on the internet in 2004. His creation then spread to Yale and beyond. It now covers most American colleges and many high schools. In contrast to MySpace, which accepts everyone, Facebook is based on separate, closed networks for each college or school; members can link to someone in another network only with his permission. This allows Facebook to provide a more exclusive, secure and trusting environment than MySpace—and to earn more from advertisers, who want to sell to college students. Chris DeWolfe, the chief executive of MySpace, says Facebook has done a brilliant job at colleges, “but it's limited to that, and it will be easy [for rivals] to copy outside America.”
本周，拥有约9百万注册用户的Facebook欲挑战MySpace。Facebook由一位名叫马克•扎克伯格（Mark Xuckerberg）的学生创建。2004年马克将“哈佛大学年鉴”搬上了互联网。随后，他的创作随后扩展至耶鲁等更多高校。目前，Facebook已涵盖美国大部分高校和许多中学。与MySpace来者不拒的作风相反，Facebook为每间大学或中学创建独立且封闭的网络，在此基础上，另一网络中的成员必须要获得本人许可后，才能与之连接。这使得Facebook能够提供比MyFace更小众、更安全同时也更可靠的网络环境，从而从想做大学生生意的广告商那里得到更多。MySapce的首席执行官克里斯•德沃尔夫（Chris DeWolfe）表示，Facebook的高校市场开发得很好，然而“这也是Facebook的局限所在，（因为）竞争对手能轻而易举地在别国照抄这种运作模式。”
But on September 12th Facebook announced plans to fling open its doors and introduce regional networks for the whole world, open to everyone. “We want to be a universal utility,” says Mr Zuckerberg, who wants to move beyond Facebook's academic niche. Meddling with the formula could prove controversial: last week the firm provoked angry protests when it introduced, and then had to disable, a new feature that issued automatic alerts to users about their friends' activities on the site. The personal nature of the information posted on social-networking sites means users are sensitive to any changes—and wield unusual power as a result.
话虽如此，9月12日，Facebook宣布了对所有人广开大门，面向大众，将区域性网络推向全世界的计划。“我们想做一份服务四海的事业，”扎克伯格说。他希望带领Facebook突破学院派的小圈子。打乱规则可能会引来争议：上周，Facebook刚推出一项自动通知用户其友人在线活动的新功能，就惹来了用户愤怒的抗议，这项功能随后不得不被停用。社交服务类网站所发布信息私人化的特点意味着用户对任何变化都很敏感，因此也对网站施以非同一般的影响力。
Other networks are not sitting still, either. MySpace is expanding overseas, though it has been overtaken in Britain by Bebo, a rival site popular with teenagers, according to Hitwise, a firm that tracks internet usage. Bebo trails behind MySpace and Facebook in America, but wants to be first or second in English-speaking countries, says Jim Scheinman, its head of business development. Cyworld, the biggest social-networking site in South Korea, recently moved into America and Taiwan and is already available in China and Japan. And Mixi, the dominant site in Japan, went public this week in a spectacular debut on the Tokyo Stock Exchange.
其他社交服务类网站也不甘心坐以待毙。MySpace正在向海外扩张，尽管在英国它已被对手Bebo超越。一家跟踪互联网使用量的公司Hitwise称，Bebo在青少年间很受欢迎。虽然在美国，Bebo无法与MySpace和Facebook抗衡，屈居第三，其业务发展部主管吉姆•谢尔曼（Jim Scheinman）却声称，Bebo有意成为所有英语国家的中数一数二的社交网络。 韩国最大的社交服务类网站Cyworld最近正进入美国和台湾地区的市场，中国和日本的用户已经能够使用它们的服务。与此同时，日本同行业中最有实力的网站Mixi本周也在东京证交所大张旗鼓地首次公开发行股票。
The newly revived Friendster is aiming at urban professionals in their 20s and 30s. Kent Lindstrom, its new president, says that whereas MySpace is “for people when they want to express their party, fun self, Friendster is more solid—it's where you keep your real friends for life.” But Friendster's greatest strength may be the patent on social-networking it was awarded this year in America. Mr Lindstrom says Friendster is considering its options, which could include sending out “cease and desist” orders to other social networks, or demanding that they pay licence fees. “Friendster probably has a greater opportunity to generate revenue from its patents than from building up its business,” says Kevin Werbach, an expert in technology law at the Wharton School of the University of Pennsylvania.
最近刚刚复苏的Friendster正在开拓针对20至30岁的城区职业人士的市场。 公司新任总裁肯特•林德斯特伦（Kent Lindstrom）表示，就算MySpace 为“人们提供了向死党倾诉、取悦自己的空间 / 虽然MySpace让人们展现活泼，诙谐 / ；Friendster相比也更为牢靠，在这里你能够同现实生活中的好友保持联系。”不过，Friendster最大的优势也许在于今年获得的社交服务网站在美国的专利。林德斯特伦表示，Friendster正在考虑如何行使其权利，其中可能包括对其他社交网站发出“停止并终止”的命令，或要求它们缴纳专利费。宾西法尼亚大学沃顿（Wharton）学院的科技法专家凯文•韦巴赫（Kevin Werbach） 表示，“ Friendster的依靠专利获利的机会也许会大过它发展业务。” / 对于friendster来说也许出售专利比发展业务更有利可图。“
Catching up with MySpace will be difficult, because as well as being the largest social network, it is also the most advanced in offering traditional media content. From the beginning, Mr DeWolfe saw it as a new kind of internet portal centred around culture. To that end, MySpace is far more active offline than its rivals. It is running a series of concerts, for instance, in which bands such as The Killers and Primal Scream play to tiny audiences of MySpace users in small venues. (The site's emergence as the MTV of its generation helps to explain why Tom Freston was sacked last week as the boss of Viacom, the media giant that owns MTV. Having fallen behind in this new area, Viacom is said to have considered buying Bebo, but balked at the asking price.)
要赶超MySpace是困难的，因为它不但是规模最大的社交网站，它在提供传统媒介内容方面也是最先进的。从一开始，德沃尔夫就将它视为一种新型的以门户网站为核心的周边文化。/ 围绕文化而形成的一种新型的门户网站。因此，MySpace在线下远比其对手活跃。它举办了一系列音乐会，诸如The Killer以及Primal Scream这样的乐队就曾为MySpace用户举办过小场演奏会。（MySpace的出现就象MTV对它那一代的意义一样，这有助于解释上周维亚康姆（Viacom）总裁汤姆-富莱斯顿（Tom Freston）为何会被解雇。维亚康姆是MTV的母公司，但在社交网站新块领域已被远远甩在后面。有传闻说维亚康姆曾考虑收购Bebo，但询价之后就没了后文。）
The question for MySpace, says Mr Werbach, is whether it can grow into a business on the scale of Yahoo!, eBay or Amazon. Pali Research, an independent research firm in New York, estimates that MySpace had revenues of $150m and made a loss of $50m in the year to June 2006, after making payments to its founders. Pali predicts $300m in revenues and profits of $200m in the year to June 2007, excluding revenue from its deal with Google. Like other social-networking sites, MySpace has not had to advertise itself, and its users provide most of its content, which should produce profit margins.
韦巴赫表示，MySpace的问题在于，它能否把生意做到像Yahoo!、 eBay 或Amazon那样的规模/层次。据美国一家独立市场研究公司Pali Research预计，到2006年6月MySpace的总收入为1.5亿美元，在支付创始人应得报酬后，将面临5千万美元的亏损。Pali还预计，到2007年6月，MySpace的总收入将为3亿美元，盈利2亿美元，这还不包括与Google之协议所带来的收入。同其他社交服务网站一样，MySpace无需为自己做广告，而且用户生成网站上大部分的内容，这就产生了利润空间。
Investors used to worry that social networks were just a fad—though such concerns are fading, since MySpace and Facebook seem to be keeping their appeal. A new worry, however, is what could happen if there are cutbacks in advertising spending. Advertisers tend to get out of the newest, least-proven forms of media first, so social networking is vulnerable, says Geoffrey Sands, head of global media and entertainment at McKinsey, a consulting firm. He expects a shakeout among social-networking sites if advertising spending falters, though the strongest will survive.
投资者们过去常担心的社交服务类网络之流行只是昙花一现，这样的忧虑正逐渐消退，因为MySpace和Facebook 看来魅力不减。但新的担忧接踵而来，如果广告费用锐减，会对社交网络产生什么影响？麦肯锡（McKinsey）咨询公司全球传媒及娱乐研究部的部长杰弗里•赛兹（Geoffrey Sands）表示，广告商们将倾向于摔先退出新兴的，最少经考验的媒体形态，因此社交网站还很脆弱。他预计，一旦广告投入踌躇不前，这些社交服务类网站将面临洗牌，只有最强者才能生存下来。
One defence for social networks is to develop other revenue streams. Last week MySpace announced that it would launch a music-download service later this year. Mr Zuckerberg points to Facebook's self-service marketing business, which charges under $50 for “flyers” on the site—to advertise a local restaurant or a club night—as a kind of advertising that should be immune to trends among big corporate advertisers. As far as their business models go, social-networking sites are still in their teen years, with bags of potential.
社交服务类网站的一条出路就是另辟财路。上周，MySpace宣布它将于今年下半年推出音乐下载服务。Facebook的扎克伯格则青睐自助营销类业务。这种业务让当地的餐馆或夜总会花费不到50美元可在Facebook上刊登传单式广告，此类广告将不会随大公司广告客户之趋势逐渐衰退。就商业模式而言，社交服务类网站目前还处于其青春期，未来的发展潜力无穷。
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