Social networking refers to forming and maintaining online social networks for communities. The communities are people who share real-world connections, interests, and activities, or are interested in exploring the interests and activities of others. And to complete the definition: building these social networks requires the use of software.
what is a Social network about…
Social networking is all about using the tools of the Internet to connect and build relationships with others. Social networking sites such as Facebook (www.facebook.com), MySpace (www.myspace.com) and LinkedIn (www.linkedin.com) allow users to create personal profiles and then interact with their connections by sharing media, sending messages and blogging. Not only do social networking sites allow you to interact with the members of your own virtual Rolodex, but they also allow you to extend beyond your personal network. In addition, organizations – anything from businesses to bands and charities – can also create and maintain profiles on many of these networks.
Social networks have created a new meaning for the term ‘friend’, with many connections existing solely online. In the realm of social networking, it is unnecessary to have met someone in order to connect with them.
General social networks
Personal profile pages remove much of the anonymity of the Internet. Users of social networks reveal a great deal of information about themselves. From basic demographics such as age, gender, and location, to nuanced and detailed lists of likes and dislikes. They are also divulging this information to the networks, and hence to the networks’ advertisers to allow more relevant targeting. Users tend not to be aware of the data that is amassing in their online profiles, and this can lead to privacy risks and concerns.
Social networks can be general, such as Facebook, or niche, such as LinkedIn or Dopplr (www.dopplr.com). LinkedIn is a network for business professionals. Members connect to people they know professionally and are able to recommend members they have worked with. Dopplr is a social network for frequent travellers. Members can share their trips, and make plans to meet up when schedules overlap.
Some social networking platforms exist that allow anyone to build their own social network using the underlying technology of the platform. One example of this is Ning (www.ning.com).
Social networks, which are usually free for their members, tend to rely on advertising for their revenue. Because demographic and psychographic information is collected by social networks, advertisers are able to target their adverts to a very specific audience segment. Most social networks offer opportunities for brands to create a presence on the social network, and to make use of the existing social network to connect with and reach out to customers.
