The future investment stars are already with us. The NYSE Financial Future Challenge, operated by the NYSE Foundation, By Kids for Kids, K12 Inc. and the United Investors Association, is in full swing, with five finalists just identified. To reach this level, the participants had to develop a new product, idea or process that would "excite, educate and motivate their peers" to become interested in the financial marketplace. The eventual winner lurks within this subset and will receive a $2,500 prize -- a great way to get that portfolio started. And, he or she will be feted at a closing bell ceremony at the NYSE (NYX) on January 11, 2010.

The finalists presented a variety of ideas which are sure to generate some buzz. Kelsey Foss, a 12-year-old from Mountainville, NY, proposed a new television show, "Stock Market Tycoon Idol," which would harness the popularity of reality TV while amping up the content. The program would involve the journeys of 10 kids as they seek to make money or lose it, with the possibility of becoming virtual millionaires along the way. The show would be set at a mock NYSE studio on Wall Street, and exports would be brought out to mentor the contestants. The reality TV reach would help engage a younger audience.

Company attitudes toward social media sites vary. Some swing the doors wide open, allowing employees to tend to their Facebook farms and update Twitter statuses throughout the day. Others lock 'em down, keeping non-business site access to a minimum.

A recent study found that, in the United States, 77% of employees with Facebook accounts check in with the community from the office. And, the amount of time they're spending in this part of the online world is growing. In the United Kingdom, another study found that 57% log in regularly from work, costing their employers 40 minutes a day.

Philip Wicks, a consultant at Morse PLC, a technology research firm in London, "It isn't just something you can do for half an hour during a lunch break but all through the day and because of that, it has a huge impact because people aren't necessarily concentrating on what they should be doing during the day." He estimates that this translates to lost productivity of $2.25 billion a year.

It seems like the obvious move would be to block the sites, but William Beers of PricewaterhouseCoopers disagrees. "Instead of trying to shut it down, I think we should try to embrace these technologies, put in a nice policy that governs it and explain to users the risks related to it, provide some training and then see what business benefits we can have from it," he said.

Your e-mail account is a goldmine. Technology companies push hard to keep your data secure, but there are plenty of scumbags out there who always seem to find a new way to gain an edge over the guys in white hats. Phishers, in particular, are eager to find new ways to profit from your identity and information, and they're getting some new tricks.

Phishing scam activity was quiet at the beginning of this year, according to a report in USA Today, but these attacks surged 200% from May through September, says the X-Force team at IBM (NYSE: IBM). Webmail, social media and gaming accounts are their primary targets. E-mail access, in particular, is highly sought after, since they can be use to push out spam ... while bypassing filters.

These "virgin" e-mail accounts command top dollar: a digital criminal can pick up as much as $2 for a clean account from Microsoft (NASDAQ: MSFT) Windows Live, Google (NASDAQ: GOOG) Gmail, Yahoo (NASDAQ: YHOO) YahooMail or AOL (NYSE: TWX). This is more than twice the amount typically paid for a stolen credit card account, according to Fred Rica, principal in the security practice at PricewaterhouseCoopers. Many webmail users actually do half the criminals' job for them, with 33% using just one password online and 48% using only a handful.

Internet giant Google Inc. (NASDAQ: GOOG) sent out invitations to 100,000 developers to come in a test the waters of its newest creation, Google Wave.

Unfortunately, for most of us, since the service is being offered on an invitation only basis, we will have to wait a bit longer to see what Google Wave is all about, but it does seem to offer some really nice features that will probably become very popular with internet users.

Have you ever looked at your Yahoo! (NASDAQ: YHOO) Flickr account and thought, "Why am I doing this? I can just throw my pics up on Facebook"? If this has crossed your mind, you're not alone. In fact, many photo-sharing sites – Snapfish (NYSE: HPQ), Photobucket, Picasa (NASDAQ: GOOG) and Shutterfly, as well as Flickr – are asking the same questions. With the development and enhancement of photo management capabilities in major social networking websites, niche players need to find new ways to stay relevant.

The situation is still far from grim. Fed by traffic from their behemoth owners, the photo-sharing sites remain substantial forces, and they are currently home to more than 20 billion pictures. There's still plenty of interest in these environments ... which has been bolstered by specific features that make the likes of Flickr attractive to both professional photographers and amateur shooters. The ability to order prints and personalize portfolios, for example, still provides an edge over sites like Facebook and MySpace (NYSE: NEWS).

Nonetheless, the threats from the social networking space are quite real.

Social networking sites gained a lot of eyeball-share last year. The time that users spent on sites like Facebook, Twitter and MySpace nearly doubled in the past year, increasing by 83% relative to April 2008. The number of minutes spent on Facebook by its 200 million active members spiked 700% year-over-year to 13.9 billion. The second most popular social networking site, MySpace, saw a 31% fall in minutes spent on the site to 4.97 billion, but ranked number one in video stream consumption.

Blogger, Tagged and Twitter took the third, fourth and fifth spots. In April 2009, the number of tweets unleashed shot up 3,712% from April 2008.

The missing link? Money.

I have ridiculed Starbucks (NASDAQ: SBUX) in the past, but I actually have to give them some props for trying something new. Of course, this newest move is a double-edged sword, but we'll deal with that in a moment.

According to The New York Times, SBUX will display new advertising posters in six major cities and will try "to harness the power of online social networking sites by challenging people to hunt for the posters on Tuesday and be the first to post a photo of one using Twitter."

Mark to market is R.I.P. But that's good news. Sentiment is building in the punditosphere that unemployment has not yet peaked and might not peak until 2010. TechCrunch reports that not a single venture-backed company IPOd in first quarter and M&A transactions were down by half compared to a year ago. Twitter is the next MySpace, according to this post. Too many impostors, follower counting and other sad parallels.

Carol Bartz, the new CEO of Yahoo! Inc. (NASDAQ: YHOO), has no qualms about executive transparency. During an appearance Tuesday at the Morgan Stanley Tech Conference in San Francisco, Bartz confessed that she doesn't use Yahoo's mapping functionality. "I use Google Maps," she admitted. Chief Financial Officer Blake Jorgensen tried to defer the potential PR problem by explaining that Yahoo Maps has been placed on the back burner, since it's so expensive to invest in the product.

Yahoo Maps isn't the only weakness Bartz noted. Though she said it's "very clear" that Yahoo needs to dive into the social networking arena, the CEO floated the idea of a partnership with an existing company, rather than the launch of a brand-new product. "I do not believe we can invent the next Facebook," she explained.

The popular social-networking site Facebook has blossomed into a gathering place for professionals, teenagers and a place where old friends can reunite to catch up on all of life's changes. But apparently "friends" may not be the only ones tracking you down.

An Australian court recently ruled that the site could be used by a lender to serve "virtual" papers to a couple, notifying them that their house would be repossessed for failing to keep up with their mortgage payments.

It's just the latest example of how lenders, colleges and employers are all becoming hip to the social-networking scene and how keeping your profile online for the world to see could actually hurt you in the long run.

There have been several cases of posts on social-networking sites backfiring on individuals -- from students being denied college enrollment or degrees, job seekers missing out on their dream job and even a college football player being kicked off the team -- all because of an inappropriate comment or photo on their profiles.

So before you add your profile, post a message on your friend's wall or update your photo album, you may want to consider how it will reflect on you or just who may find it online.

Founded in 2002 – during the dark times of the Internet – Friendster became one of the pioneers of the social networking space. The company quickly got traction and even attracted the interest of Google (NASDAQ: GOOG). But, of course, MySpace and Facebook had ultimately beat out Friendster.

Yet, the plucky website hasn't given up. In fact, the company has announced a $20 million round of venture capital. The investors include heavyweights like IDG Ventures, Kleiner Perkins Caufield & Byers, Benchmark Capital, DAG Ventures and Founders Fund. In all, Friendster has raised $50 million.

Actually, Friendster is ranked as the 9th most trafficked site in the world, with a heavy penetration in Asia where it is the #1 social networking platform. There are about 75 million registered users.

Interestingly enough, Friendster has a broad portfolio of patents, which perhaps can be used as leverage when combating its rivals. What's more, the company has done quite well in terms of adding features and providing a good user experience.

To help keep things on the right track, Friendster has hired Richard Kimber as its CEO. He was formerly a regional managing director of South Asia for Google. Apparently, he'll be spending much of his time in Asia, trying to put together partnerships.

While social networking seems to be maturing in the U.S., there still are great opportunities in foreign markets. Furthermore, with $20 million more in the bank, Friendster can broaden its footprint and perhaps be a hot property for an acquisition.

Tom Taulli is the author of various books, including The Complete M&A Handbook and The Edgar Online Guide to Decoding Financial Statements. He also operates MergerBook.com.

Google (NASDAQ: GOOG) wants to see if the attention span of its YouTube users can be stretched a bit. According to this Fortune article, YouTube seems to think that short clips might not necessarily be the backbone of long-term growth. Instead, longer videos might make the site more valuable. Why is this? Well, the article intimates that the founders of the site, Chad Hurley and Steve Chen, think there's a market out there that might want something more than simple, user-generated content that focuses on the banal side of life for about three minutes per clip.

I see the point here. Google wants to figure out, once and for all, the best way to monetize its YouTube investment. This isn't the easiest thing to do, since users of YouTube are, in theory, only interested in seeing short content as fast as possible. They don't want to be burdened by ads. But YouTube is betting that maybe, just maybe, by going against theory and putting on longer material of better quality, the eyeballs will become more intrigued and will perhaps be willing to view a greater quantity of videos. It all comes down to the quality of the content.

I read an interesting article over at CNBC about News Corp.'s (NYSE: NWS) MySpace asset. It seems that the social-networking site wants to do something about the fact that it won't succeed in booking $1 billion in net sales before the conclusion of the conglomerate's fiscal year. MySpace will undergo an aesthetic overhaul to make the site more appealing. As it is now, many users might find the site too busy and not so friendly in terms of navigation. The changes will take place over time, beginning this week and concluding in the fall.

The question on my mind now is, did News Corp. really need MySpace? Sure, the site has a heck of a lot of registered users, well over 100 million worldwide, but now people are wondering how effectively these users can be exploited in terms of generating economic value. The article mentioned the disappointing results so far from an advertising deal made with Google (NASDAQ: GOOG) back in 2006, one which had a $900 million figure attached to it.

The problem here for News Corp. is that users are fickle and may eventually find another MySpace in the future (obviously, Facebook is an example of how social networking continues to evolve and how any big brand in this arena can be challenged at any time). That wouldn't be good for long-term growth. Another problem cited is the fact that active MySpace users just want to socialize with their friends and/or network; they don't care about the ads. There's a lot of truth to this claim, and it's a huge issue going forward.

Who am I? I'm wondering after having been utterly unable to log in to my very-long-time LinkedIn account using my own email addresses (all of which feature the words "sarah" and "gilbert" prominently). While it's true I keep no extraordinarily private data in my account profile (the fields for "social security number" and "mother's maiden name" aren't yet a feature of the social networking site that's been valued at $1 billion), still, when I discovered that a complete stranger was accessing my account using her own very different email address (her first name is "Kristin" and we have a few friends in common, but absolutely nothing else), I was rattled. This is both bizarre and troubling.

She found my email address through one of our common friends, and sweetly sent me her password, so I could actually be me for a bit. I approved a couple of pending connection requests. I sent an urgent, full-of-exclamation-points email to LinkedIn. [As of mid-afternoon on May 27th, I've still heard nothing from LinkedIn, and a scan of recent Twitter messages showed scattered problems.] I asked my friends if they'd heard of anything like this, and found one similar problem (as far as I can tell, it was unresolved). I'm so fortunate that it was a friendly connection and not someone bent on masquerading as me (which could have ranged in dangerousness from the mild -- wildly recommending people I don't care for, maybe -- to the seriously fraudulent). What if Bill Gates had his identity gifted to someone else? Salacious, no?

However mild or serious the result of this security breach, it's not something to be taken lightly; and a bug like this could turn off professional users who trust LinkedIn with their resume; it's certainly not befitting a billion-dollar company built on the concept of identity. News Corp., are you still interested?

At the Warrillow conference – which focuses on small business – I saw how a variety of companies are making attempts to enter social media.

Take CDW, which is a mega information technology (IT) distributor. About a year ago, the company launched Conduit. Basically, it is a social networking site focused on small business IT pros.

According to Lauren McCadney – who heads up the effort – the site has grown organically, as members have connected with each other to solve problems. This is important since small companies usually have one or two IT pros in their organization. So yes, things can get isolated and loney.

But there were risks. After all, user-generated content can be tricky. What if members make bad comments about CDW?

"Members have good manners on the site," said McCadney. "It hasn't been a problem." In fact, there is a separate section, called CDW Talk, where members can vent.

Conduit has also found ways to monetize things, such as through sponsorships. For example, there is a makeover contest; that is, a small business can win up to $50,000 in services and support from Intel (NASDAQ: INTC), Hewlett-Packard (NYSE: HPQ) and Microsoft (NASDAQ: MSFT).

Tom Taulli is the author of various books, including The Complete M&A Handbook and The Edgar Online Guide to Decoding Financial Statements. He also operates MergerBook.com.