In the early parts of 2004, a new online social networking community involving college students in the university putting up their personal information on the web and using it as a platform to keep in touch with friends was formed. Facebook, the new CMC medium, would become one of the most popular websites and now attracts more than a 100 million participants. Its popularity has increased so much so that not only the youth but some prominent members of older generations, such as businessmen and politicians, even use it to get in touch with customers, constituents and other target groups.