Social Networking

If there is one phenomenon which has revolutionized the internet, it is social networking. In some ways, social networking was waiting to happen. The reason for its popularity is its innate capacity to satisfy core desires and needs of human beings: to be able to communicate and link with other like minded people. Social networking has torn down geographical boundaries, broken conventional barriers and has brought people from different backgrounds and beliefs together under one platform. The immensity of its scope is staggering, implications mind-boggling and applications varied.

Of course there are a few voices which call for caution and compare it to the great internet bubble of early 2000. Is this a fad and fancy which would fade out into one more blip on the internet radar screen? The lack of an economic basis and revenue model of many of today’s highly popular social sites is certainly unhealthy. At the same time the social networking platform is changing, coalescing and metamorphing continuously. No doubt, many of them would die, some would simply fade out and others flame out in a flush of glory and fame.

Social networking would never die because of the simple fact that it fulfils a need which is basic and fundamental. The platforms and models would eventually mature and become financially viable. Out of the thousands of social sites which we witness today, only a handful would survive the test of time. This is not a new phenomenon and is a path trodden by other industries in their quest for acceptance. Consolidation and shakeups are inevitable and are to be expected.

Social networking is a kaleidoscope of human activity. Thread of a common theme runs through all social networks and that is sharing, linking, exploring, searching and discovering. Attraction to these sites is also kind of voyeuristic, an attempt by individuals to peep into the lives of others. Blogging seems to satisfy a craving for giving expression to one’s thoughts. Forums are intended to share and create novel experiences. Chatting and messaging fulfills our desire to communicate. Social networking is therefore an amalgam of all these modes of connecting people. When we look at the wide scope and breadth of this phenomenon called social networking, it is difficult to imagine that it will get snuffed in an instant. Moreover the entire social networking scene has now shifted from a trivial engagement to a professional and commercial platform. Enterprises have evolved new ways to empower their marketing and sales effort by deploying social networks. This by itself is a sign that social networks are becoming more robust as an economically viable vehicle for advertisements and public relations.

eManual Table of Contents

Introduction .... 2

Features of a Social networking site ... 4

Social Networking Site: Facebook ... 8

Social Networking Site: MySpace ... 10

Social Bookmarking ... 12

Video, Music and Photograph sharing ... 14

Social Networking and Dating/Friendship Sites ... 16

Social Networking and Non-profit Organizations ... 18

Social Networking in Industry ... 19

Social Marketing and Advertising ... 21

Trends in social networking ... 23 

Conclusion ... 24

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