What are social networkers really looking for?  Well, that depends on the network or platform in question.  According to a recent study by online advertising network Chitika, Facebook users are far less interested in celebrity and entertainment content than MySpace users, as one would guess.  But that was just one takeaway, according to results first discussed by Mashable. 

On the flip side, Facebook and Twitter users showed a strong interest in news and usable information.  The survey estimated interest levels in news at 28 percent for Facebook, and 45 percent for Twitter. 

But this was not another survey.  Instead, Chitika analyzed traffic patterns across its ad network.  Specifically, Chitika categorized the sites receiving traffic from each respective network, and created the breakdowns accordingly. 

That is arguably a stronger methodology than simply asking users their preferences.  Either way, the results also validate some strategic decisions by both MySpace and Facebook, especially as they relate to music. 

The existence of MySpace Music says it all; over at Facebook, a similar initiative does not exist, and Facebook executives have expressed disinterest in building a dedicated music destination.