Big Media’s Crush on Social Networking

While most of the most of the Top 10 social networking sites are still big portals like MySpace, Facebook, Yahoo Geocities, Lycos Tripod and AOL, The New York Times points out that “if social networking soon becomes a popular feature of existing media brands’ Web efforts, its success will be measured by how much it drives traffic and revenue to existing brands, not just by whether it creates winning new ones. For now, NBC, like Disney, is placing most of its bets on integrating features like personalized pages into its existing Web sites rather than trying to build new destinations.”