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Social media services, such as Facebook, Twitter, LinkedIn, Four-Square, Youtube or Flickr, provide a platform to create online communities to connect people and to share information. People can join, create a page, or create a group. Social media applications build on Web 2.0 technologies that are internet-based and designed to promote the content generation by the users and to facilitate the sharing and diffusion of information through social linking and interactions among people (O'Reilly, 2007).