Social Networking, is it only a Marketing tool or a platform for new Business Models?

That is my approved thesis that i will be working on this summer while humming around the greek islands. My professor Gregory Yovanof is very interested and looking forward to publish it if "i managed" to make it a good one.

Thesis Abstract: Social networking services are currently booming. Advertisment revenues are exceeding the advertisment revenues of the giant google.com. The skyrocekting numbers of subscribers are doubling every day which it becomes an appealing area to invest! However the market has has almost matured with a good number of dominant players providing this service localy and internationaly, thus complementing these services with new business models that will resides upon these services is the key question which will be carfeully researched through out this paper to extract its feasabiltiy. Hosting new business models into these services might enable companies to provide extra tailored services or products to their users/customers that matches their interests.