And how one can manage a network's growth to reach that mass? He proposes a model for social networks, and shows how the model might possibly be managed.  ...  This brief research commentary on Westland's (2010) article in this issue of Electronic Commerce Research and Applications is intended to add two cautionary notes.  ...  A major reason for the increased attention paid by researchers to the recent social networks such as Facebook is that they are far more measurable than earlier ones.  ...