Social media sites generate revenue with targeted advertising, based on personal information. As such, they encourage registered users to provide as much information as possible. With limited government oversight, industry standards or incentives to educate users on security, privacy and identity protection, users are exposed to identity theft and fraud. Additionally, these platforms have a ton of confidential user information, and are likely vulnerable to outside (or inside) attack. On the marketing front, Google recently patented an algorithm to rate individual’s influence within social media. Once publicized, it will likely encourage greater participation by active users in order to boost their influence score.

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