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Social Networking Portals and Social Networking Websites have been around for quite some time, perennially existing in the background with similar skeletons, but evolving with camouflages of augmentations that differentiate them and provide users with virtual accounts boasting of newer and better capabilities. The basic premise that Social Networking Portals were built on was to allow people from different countries across the globe to come together, socialize, find friends and more. But with the passage of time, advent of web 2.0 technologies and the realization of the true social and business potential of social networking; these Social Networking Websites have evolved into hybrid entities that provide an all-in-one solution to the dynamic needs of the present-day user.

If we cast a glance at the contemporary innovations that have surfaced in the social networking arena, we would be astonished at the far-reaching concepts that have been conceived. Political leaderships during campaigns have leveraged social networking to reach a wide voter base with a hope to garnering their support before elections. Popular platforms like Twitter and Facebook have proved to be apt solutions for reaching out to the younger voter base. Celebrities have realized the true potential to increasing their popularity and garnering a better fan base through social networking. Famous prima donnas, luminaries and icons like 50 Cent, Kylie Minogue, Lily Allen, Alicia Keys, popular band Radiohead have developed personalized social networking portals that cater to their fan base and captivate a mammoth audience on a global scale. Online recruitment has gone the social networking way with personalities like Alicia Keys and Justin Timberlake have recruited band members online. As is the case with every innovation, social networking has also met its detrimental uses with sites like Enemybook and Snubster being used for spoofing popular portals with similar names. Social networking portals for the elite class have been developed which cater to the chosen select few, allowing them to socialize and meet personalities of the same stature. Synchronized jamming sessions on MySpace are the latest rage among musicians who are located at distant geographical locations. Social networking portals based on popular hobbies and interests like shopping, fashion etc… are also a trend that’s catching on lately.