Lancelot Miltgen,, Cases, and Russell

MANAGEMENT SLANT

  • Social networks must consider their users as social-exchange partners.
  • Users, especially mobile users, must be active in the control and diffusion of advertising.
  • Advertisements must capitalize on the mobility functionality of mobile devices.
  • On PCs, advertising sharing should be encouraged, because social value is a key factor in this environment.
  • Given the central role of trust in the platform, social networks must offer a transparent policy with regard to the collection and usage of personal data.