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When mankind first invented network systems (computers) that connect to the internet, best innovation was World Wide Web (WWW) which is like web platform that helps authors for their work to reach bigger masses. This platform was known as Web 1.0 which had applications like static websites, blogs with a single data source. This was mainly author controlled and the users can only view the content of the pages published by authors. As the technology updated, advancements in Web 1.0 lead to the creation of Web 2.0. It is not just a regular update to the previous version, it is a completely different platform with multiple applications like dynamic webpages, it is user controlled where the user can access information and contribute to the information. One major advancement is easily accessible, available from any device like personal computers, smartphones, tablets etc. According to (San Murugesan 2007) Web 2.0 has many advantages like giving flexibility to design innovative applications, better user interface with good response, allows to access the information and contribute to the information, allows to integrate multiple applications with the use of Application Program Interface (API), allows to create social networks where people can interact and communicate with people from different parts of the world.

Social Networking being the most famous thing on the internet over the years because people all over the world can interact with each other, like-minded people can form groups or communities, anyone can post their status and raise their voice regarding an ongoing issue. Many online social networking sites required the customers to enter their personal data for being able to be searched by others. As they deal with data of millions of people there comes many issues. With the help of Web2.0 and its compatibility with different kind of devices, it makes people access their social networking sites anytime and anywhere. According to (Foulger, T. S., Ewbank, A. D., Kay, A., Popp, S. O., & Carter, H. L. 2009) there are some ethical issues such as

Privacy: Many social networking sites have an option of sharing location by accepting data policy which makes you think its secure. But with location-based social networks, companies can know where you live, which places you attend, where you work from the portable devices. Which is a major problem for the privacy of the customer and can also lead to many disasters.

Freedom of speech: Every individual has freedom of speech to express their opinion. But with social networking being vast and any information can be spread to any end in the world, freedom of speech is a bigger issue where some person’s opinion might be offending a group of people which can lead to political unrest.

Data Breach or Leak: People on social networking constantly update status and share locations, and some social networking sites require a mobile number as a mandatory option, causes more problem for data security. Both customers and social networking companies should be attentive all the time. A data breach or leak causes serious damage to customers in many ways.

Identity Theft: It is one of the major issues in social networking. People post images of thing which are not supposed to be shared. Like posting pictures of cars along with name tags, this can cause serious problems like people who try to impersonate someone’s car identity and the victim is held responsible.

According to the text uploaded in the reading section, primary factors that constitute to the steady state of web 2.0 are new programming technologies like Asynchronous Javascript and XML technologies. Broad- Bandwidth which helps in fast and bigger volume connections. Application Program Interface (API) which is used for integration of different applications together for sharing data between them and provide better service to the end customer. Sustainable business models where there is scope for constant improvements and never gets outdated and competes with similar applications in the market

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