Social networking services (SNS) are increasingly popular amongst Australian young people regardless of geographical location, background and age. They include services such as Facebook.com, MySpace.com and Bebo.com which have many millions of members each. It also includes services, such as Elftown.com (for fans of fantasy and science fiction) and Ravelry.com (for fans of knitting!) with small numbers of members, often connected by a specific common interest. Furthermore, many services created for media sharing (e.g. Flickr for photo sharing, Last.FM for music listening habits and YouTube for video sharing) have incorporated profile and networking features and may be thought of as part of this wider conceptualisation of SNS themselves (boyd & Ellison 2008:216). Indeed, SNS in a Web 2.0 environment have transformed processes of communication and social interaction particularly with the increasing integration of social media functionality to these services.