Social networking  has become a personal issue; or more precisely, a question of data and personal information. Billions of names, last names and addresses included in the appropriate registration forms and many life stories written in blogs and gathered on servers around the world. The problem of the diffusion of personal identity becomes increasingly impressive and goes hand in hand with the increase of  social networking of every kind scattered throughout the internet.

On the one hand we have the eternal problem of advertising.

Internet collects an increasing amount of advertising. Rupert Murdoch, who acquired MySpace in 2005, seems convinced to be able to attract the same  audience, in terms of numbers,