Meanwhile, as media companies bid up the value of social networks like MySpace, Facebook, and Bebo, the industry is
still searching for a suitable revenue model. Recently, Google co-founder Sergey Brin admitted that "social networking inventory as a whole"--which includes its own offering, Orkut, as well as a
search advertising deal with News Corp.'s MySpace--was performing worse than expected. Facebook has done even worse. The company recently admitted that it "simply did a bad job" with Beacon, an
advertising program that tracks online activity and informs users of their friends' purchases or actions taken on third-party sites.
The bigger question is whether users should really have to visit a specific Web site to make use of those connections. As Forrester Research analyst Charlene Li said in a recent report, "We will look back to 2008 and think it archaic and quaint that we had to go to a destination like Facebook or LinkedIn to be social," because social media services "will be like air. They will be anywhere and everywhere we need and want them to be."