Abstract : In recent years, social networks and their uses have taken a important place in the Internet galaxy. Among these networks those who don't charge end users have not yet stabilized their business model. For these networks, the challenge is now to convert their success in revenu, in other words, to put their targeting and profiling capabilities of Internet users and communities in the service of advertisers. As shown in the example of aka'aki, a mobile social network based on geo-location, the path is narrow and not yet guaranteed success. The growing defiance of Internet users in front of the industrialization of their private data is the main limitation of this business model.