Social Networking

Social networking has become popular over the last few years and can be understood as the grouping of individuals into specific circles. Any communication channel that allows for two-way interaction can be used for social networking. Social networking is based on a network structure that allows people to both express their individuality and meet people with similar interests. That can be done in person but is often conducted online. Social networking has revolutionized the way people communicate and share information.

Social networks have evolved into online communities used by millions of people on a daily basis. Websites are commonly used for social networking; they are known as social sites, connecting members in this online community. Many of these online community members are professional [Page 851]acquaintances, friends, or just individuals who share common interests in hobbies, religion, politics, for example. Once a person has access to a social networking website, he or she can begin to socialize. This socialization may include reading profile pages of other members or contacting and connecting with them. Social networking sites incorporate email type messaging, instant messaging (IM), and chat. Many social networking sites allow for file sharing, blogging, photo and video publishing, and the ability to incorporate content from other platforms.

The first basis for social networking that caught the public's attention was the means to connect with former classmates. http://Classmates.com was launched in the United States in 1995 and acquired over 40 million users in a little over 10 years. An equally successful site, http://Reunion.com started in 2002 and expanded the http://Classmates.com objective to beyond the classroom. Friendster and Myspace were two of the most popular early social networking sites that connected individuals with friends, coworkers, or others with similar interests online. Facebook, launched in 2004, is the most popular social networking site with over 900 million users.

The friends that people can make are just one of the many benefits of social networking online. Diversity is another benefit because the Internet gives individuals from all over the world the ability to connect online through social networking sites. This means that although users are in one country, they can develop an online friendship with individuals from other countries. This enables learning about different communities and cultures.

Social networking sites have become increasingly popular over the past few years because of their high level of engagement and reach. Consequently, this is one of the main reasons they have become of such interest to public relations practitioners and marketers. Businesses and organizations are able to communicate directly with stakeholders through social networks. In addition, they are able to receive feedback and comments from stakeholders as well. The relationship development potential that social networking sites provide is enormous and continues to grow.