But aside from that vocal minority, Owyang says, many members will hardly notice the new controls.

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Jeremiah Owyang, an analyst at Altimeter Group, a digital-media consulting firm, says that would close off all lines of communication.

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Last week, Jeremiah Owyang released an Altimeter Group report reinforcing proliferation risks, offering ways to address problems through more informed social software procurement, planning and implementation.

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In fact, the 50, 000 or so users in MoveOn's protest group make up around 0.1% of the site's user base, points out Jeremiah Owyang, an analyst with Forrest Research.

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Though MoveOn's privacy protest group has been gaining about 10, 000 users per day, Forrester Research analyst Jeremiah Owyang points out that the group's 70, 000 members still represent less than 0.2% of the site's 50 million users.

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Jeremiah Owyang of the Altimeter Group, a consultancy, points out that many marketing executives are still trying to get to grips with advertising on social networks, even though these have been around much longer than the new location-based services and have huge audiences already.

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