MARKETING MYOPIA BY THEODORE LEVITT
The proliferation of social-networks on the Internet, has
allowed companies to collect information about social-network
users and their social relationships. Social networks like
MySpace, Facebook, and Orkut allow us to determine who is
acquainted with whom, how frequently they interact online,
what interests they have in common, etc. Users are spending
increasing amounts of time on social network websites.
For instance, a recent survey [11] that ranks websites based
on ‘average time spent by a user’, identifies MySpace and
Facebook among the top 10 websites.
There have been several efforts to monetize social networks
[15, 17]. While most proposals are based on advertising
[20], the focus of this paper is to monetize...
