The Power of Social Networking . . . 195 Where’s the Money? 吀栀e Internet has been called the second gold rush for a reason. But do not be deceived that it is easy, or else everyone doing it would be rich. 吀栀at was true for a few short years in Silicon Valley, but not anymore. 吀栀ere are four places where money comes and goes on the Web: purchases, advertising, sponsorship, and memberships. Purchases could be anything from an antique clock on eBay to a book on Amazon to plane tickets to the Bahamas to a weekend workshop with your favorite author. Advertising is frequent around the Web, espe- cially on sites that have strong tra昀케c for click- through rates—that is, large numbers of people who click on the ad. But unless you have millions of users, it is challenging to bring in income through advertisers. Sponsorship is relatively rare, but it can bring great money. For example, if a channel on YouTube is getting millions of views, Sony Pictures might be alerted and invite the creators to make a webisode, a minimovie to be shown on the Web, for their associated Internet site, Crackle, thereby sponsoring the artists who were previously post- ing for free. Or perhaps a one- legged runner starts a blog that suddenly captures the attention of millions of readers. He might 昀椀nd that Nike wants to sponsor him.