Social Networks needn't be unprofitable. Michael Altendorf, participant of the panel discussion 'Social Networks and Communities: Boom without business model?' describes different approaches how to monetize social networks successfully.

According to him, social networks do have loads of users already and are still en vogue. However, those which do not use Freemium-models such as Xing in Germany or sell virtual goods, have games and ecommerce integrated into their platform, haven't got a profitable business model. In Germany, most of the social platforms are based primarily on advertisement which is problematic since a broad mass of individual people must be addressed and so the wastage is quite high. Therefore, how can the business modell 'advertisement' on social platforms be improved? „In any case targeting“ answers Michael Altendorf, and explains how advertisement has to be individually adjusted in order to operate it specifically, increase click rates and reduce wastage. In this way, an ecommerce shop integration could take place at some point and offered products can not only be advertised well-directedly but also sold at the same time. Generally, operators of social networks must show more willingness to take on risks and try new things, in order to survive in the long run and to realize profits.

The media-days in Munich took place from 28^th - 30^th October. Representatives from all kinds of different media-genres could exchange opinions on this years' motto 'MUT – Media & Transformation'. Again, one of the big topics was the Internet which underwent a change over the last years and became a medium in which everyone can actively participate. Social Networks and Communities are very popular and successful, regarding the amount of users as well as the dwell time on the platforms. This raises the question of the relevance of this fact for traditional media agencies, what kind of opportunities and risks there are and if a business model can be developed for the future which is based on Social Networks and Communities.