• Business Week, Wednesday, March 14, 2007 10:45 AM

Too many fake friends on your MySpace profile? Well, you're not alone. There's a growing trend among Web users to leave MySpace for closed-off social networks like Vox, a social-networking service that offers users a greater deal of privacy and customization. Users can make certain information available to the public, while reserving personal items, such as photos and memos, for close friends and business associates. Since its launch on October 26, Vox has tripled in size, says Andrew Anker, a general manager of the company's parent, Six Apart.

The other big phenomenon in social networking is services targeting specific groups. NurseLinkup.com, for example, has more than 500 health professionals visiting the site. Parent itLinkz, which is developing more than 13 planned targeted sites, says the idea is to provide an alternative to MySpace.

Social networking users have, understandably, become wary of exposing themselves. Often, they would rather connect with people who share a common interest than the millions sharing in the grand, irreverent silliness of MySpace. This new trend focuses on specific hobbies or professional associations. These are small markets, of course, although there are some early success stories. LinkedIn, the community for business professionals with 9 million-plus users, is perhaps the best example.

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