Wade Roush in Technology Review on the aspect of marketing in social networks:
"My biggest worry about MySpace is that it is undermining the "social" in social networking. The general expectation when one joins a social network is that its other members are actual people. On MySpace, this isn't always so. The movie Jackass: Number Two has a profile on the site, as do Pepsi, NASCAR, and Veronica Mars, the CW network's teen detective. The company interprets the idea of a "profile" so broadly that real people end up on the same footing as products, movies, promotional campaigns, and fictional characters--not exactly the conditions for a new flowering of authentic personal expression."
"Older Web-based social networks were launched with serious (or at least creative) missions: LinkedIn is about making business connections, Flickr and Fotolog are for sharing photographs, Meetup is for planning book clubs and campaign events."