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Scholars in many fields have begun to investigate the impact of social networking sites, investigating how such sites may play into issues of identity, privacy, According to a study in 2015, 63% of the users of Facebook or Twitter in the USA consider these networks to be their main source of news, with entertainment news being the most seen.
Some communities – such as – took a different approach by simply having people link to each other via email addresses. In the late 1990s, user profiles became a central feature of social networking sites, allowing users to compile lists of "friends" and search for other users with similar interests.
New social networking methods were developed by the end of the 1990s, and many sites began to develop more advanced features for users to find and manage friends. However, thanks to the nation's high Internet penetration rate, the first mass social networking site was the South Korean service, Cyworld, launched as a blog-based site in 1999 and social networking features added in 2001.
In numerous situations a candidate who might otherwise have been hired has been rejected due to offensive or otherwise unseemly photos or comments posted to social networks or appearing on a newsfeed.
Facebook and other social networking tools are increasingly the object of scholarly research.
Social networking sites are varied and they incorporate a range of new information and communication tools such as availability on desktop and laptops, mobile devices such as tablet computers and smartphones, digital photo/video/sharing and "web logging" diary entries online (blogging).