Some industry executives believe the Internet today is facing the sort of turning point that the computer-operating-system sector confronted two decades ago: Whoever controls the technology platform for buying and selling online ads could hold tremendous power over the Internet industry for years to come -- much as Microsoft was able to use its Windows operating system to shape the personal computer.

The trick for businesspeople interested in using social networks and for IT departments that need to monitor and manage access to them is to steer clear of the time-wasting stuff while leveraging the collaborative potential. An InformationWeek Research survey earlier this year found that social networks were used by 48% of compa- nies responding. Uses include viral marketing, recruiting, peer networking, and even emergency coordination and communications.