Tweens' Secret Lives Online

It's harder than ever to keep an eye on the children. Many parents limit their preteens' access to well-known sites like Facebook and monitor what their children do online. But with kids constantly seeking new places to connect—preferably, unsupervised by their families—most parents are learning how difficult it is to prevent their kids from interacting with social media.

Parents worry about the risks of online predators and bullying, and there are other concerns. Kids are creating permanent public records, and they may encounter excessive or inappropriate advertising. Yet many parents also believe it is in their kids' interest to be nimble with technology. As families grapple with how to use social media safely, many marketers are working to create social networks and other interactive applications for kids that parents will approve. Some go even further, seeing themselves as providing a crucial education in online literacy—"training wheels for social media," as Rebecca Levey of social-media site KidzVuz puts it.