Social networking websites attract vast audiences

       One might perhaps recall one's first love during the '70s: when you and your beloved had to part after finishing college, and she was sent abroad by her parents to pursue higher studies.The wait for a letter from the States took up to two weeks. It was real torture.
       But one could still be considered fortunate, when compared with other throbbing hearts living apart in rural areas where there was no transport other than the elephant, a bicycle or, if lucky, perhaps a motorbike. Communicating took so much longer.
       Imagine after the long wait, the postman finally turns up to deliver what you've been waiting for. Surely it's not a power bill but that letter from the one you've been pining for? How satisfying!
       Such moments of joy (after the long torture) are never experienced in this digital age by Generation Y, or what we dub Generation Next, the group of young working people with skills in internet browsing, who have access to a PDA phone, iPhone, who listen to an iPod and drive sports cars paid for by their parents.
       This group of youngsters has high self-confidence, the courage to speak up and comment, and high hopes of getting higher salaries. But they have less tolerance. Relationships among Generation Y people are just a click on "Add as Friends" in My Space, or Twitter, or Facebook social networking systems.
       In today's digital world, computer technology is evolving so fast that you can communicate with others or your loved one with just a click on the computer, or MSN or a short message. No hours of heartache or a long wait as in days of old.
       Technology now allows you not only to hear voices from the chatroom on the web but also see images in real time. It also keeps you in touch on mobile inter-net via smartphone. In the analogue era, a person walking about seemingly talking to himself with nobody else around, would have been assumed to be mad. But this is quite common in the digital age: you see someone walking ahead of you speaking aloud to no one in particular, with a Bluetooth plugged in one ear, listening to an MP3 gadget with another, and whose hand also holds a touchphone.
       This digital change has brought about a change in lifestyle, too. Digital technology has introduced social networking,which brings together millions who otherwise would never meet in real life,but who are now sharing views and feelings virtually.
       Take a look at leading local websites like Sanook.com, Kapook.com, and Pantip.com. Though they have web boards for logged-in members to chat,they do not really provide virtual social network services that allow audiences to interact. However, these sites help a lot in terms of social services.
       Pantip.com plays a successful social service role. One poster on Pantip.com raised the flag on a seller at Thaisecondhand.com who was offering via mail iPhone, Blackberry and several other items at prices up to 30% lower than that quoted by authorised dealers in Bangkok. The seller claimed he was celebrating the opening of a new shop.
       One person asked members to help check the location of the shop, which turned out to be in a small rural town in Phatthalung province, about 900km south of Bangkok. It was all a hoax.
       Today, social networking websites are drawing vast audiences. They have become popular because these websites allow users to generate and manage their own content.
       Then there's the world's most favourite social networking website, Facebook.com, with more than 250 million users now. It is followed by Myspace.com,Twitter.com and Fixster.com. Hi5.com comes in at 15th rank. But here in Thailand, a survey conducted by the National Electronics and Computer Technology Centre of Nectec from August to September last year showed Hi5.com head-ing the list of the top five social networking websites. Others are Wikipedia, You Tube, MySpace, and MyFriend.
       Hi5 is a favourite among teenagers,with almost all students having accounts on the website. Most say they use the site to share their photos and to chat.
       Twitter is also a favourite, but among the Generation Y group. But the trend might be changing, with the use of many entertainment and political celebrities who include Prime Minister Abhisit Vejjajiva, former prime minister Thaksin Shinawatra, former Bangkok governor Apirak Kosayodhin, Education Minister Jurin Laksanavisit, Finance Minister Korn Chatikavanij, PM's Office Minister Sathit Wongnongtoey, and Chaturon Chaisaeng, former leader of the defunct Thai Rak Thai Party.
       Mr Abhisit uses Twitter to acquaint himself with supporters and other people.Now he has more than 14,000 followers.He tweets government policy and other projects.
       From unknown locations, Thaksin also tweets. Mainly he tweets on his latest business interests such as a venture into the diamond and helicopter businesses,as well as his support for his red-shirted backers.
       Meanwhile well-known Thai entrepreneurs are jumping on the bandwagon of social networking for their marketing and advertising.
       Giant property developer Sansiri, beverage tycoon Singha Beer and retail giant Central Group also use Twitter to update their marketing promotions and sales,or to advertise their products and activities in the microblog.
       Kbank Research Centre says social networking could become a cost-effective channel for growth in online advertising.Its reasons include a clear customer target, capability to penetrate a variety of complex social network communities,the use of word-of-mouth on product quality.
       But there is the negative aspect as well. Social networking tools are a twoedged sword. Without proper control by service providers, they could be used as a tool to advance the interests of advertisers or manufacturers. If that happens, it could spell a socialdotcom burst rather than boom, and could end up meeting the same fate as the dotcom bubble in 2001.