1 | Show Them The Money Social networking firms, like most other web-companies, exist to make money. But so far, even the most successful networks have struggled to find ways of turning popularity into a consistent stream of revenue. Beyond the all-too-ubiquitous banner ad, networks haven’t successfully managed to use what they know about users to connect them with relevant advertisers in an engaging way. The ultimate goal of both social networks and advertisers is to turn the rich information users provide to social networks into relevant messages that users enjoy seeing, hearing, and reading. As users become better at managing their online identities, they’ll likely grow more inclined to share their online and offline behavior with companies for the sake of enjoying a richer, more satisfying web experience.