How would you monetize a social media site?
CCs: I would go for other than paying to be member. Maybe it's OK to have some paying members (like LinkedIn) for vanity or extra (non essential) functionality. 
Letting 195 million users to go away is suicide.Ads are OK, but it's really for Google type of business - a social site want people to stay.Collateral revenue ideas:- Geni could have a "Get your family tree poster" printing service- Facebook could do the same with friends- Twitter: I like Twitter, but I have no idea- SecondLife: virtual stuff for real money- dating site: organize real life parties- A product review community could become Amazon