“Friends, PenPals, Lend Me Your Time…”

Applications or Web site components that offer visitors to bond electronically into a virtual network are involved with social networking. Web site owners who provide these capabilities are interested in developing a mature customer base who are loyal to the enterprise. Frequently, customer-produced content can be used to perfect products and services, including the functions of the Web site.

There are some legal and social issues to consider, of course. Some people will post anything that comes to their minds (and fingers); the site has to be managed so that slander and libel are not allowed to be published. Others are convinced that foul language is acceptable (well, they accept it; why shouldn’t everyone?). The First Amendment applies only to government; not all recognize that, however. So, management of social networking functions involves additional responsibilities.

On the other hand, comments about the goods or services you sell can definitely help spur further sales. And, if your site helps encourage citizenship within the community, it will become known for its positive role. Strong and enforced terms of use go a long way to ensuring the integrity of Web sites that offer these services.

Social networking elements that can be implemented on a Web site include:

• Comments systems
• Forums
• Personal blogs & photo galleries
• Ratings of content & products
• Privacy & data security or integrity

Almost every site we have created and maintain offers some social networking services to registered site members. Unregistered site visitors are rarely accorded the ability to contribute content to any of these sites.