Social Networking

Social networking, a term coined by the ver people in which it encompasses is simply put: the use of a dedicated web site to communicate informally with other members of the site through message posting, etc. I'd be curious to see who doesn't interact with at least one form of social networking every day. I know I frequent several social networking websites daily. In a world where companies seek to leverage the masses to maximize profits, social networking is record profits handed to them on a silver platter. ADditionally, social networking and it's main purpose (exposure) can be used for other general purposes.

Advertising, once a glamorous profession in which brilliant minds would understand how the consumers mind worked and persuaded them to buy a certain product. It's very different now. Gone are the days of billboards and tv commercials. Do you want to reach the most amount in people in the most efficient way? Sure you do. Enter, social networking. Two of the most popular social networking web sites are Facebook and Twitter. Collectively boasting over one billion users, social networking is the best way to reach the most amount of people for the least amount of money. But how exactly do companies leverage this enormous user base to maximize profits. Special "member" pricing, coupons and general awareness all contribute to the increased revenues companies have enjoyed as a result of creating a simple Facebook fan page. In turbulent economic times, consumers are constantly looking for the best deal and on social networking sites, customers can share the best deals...ultimately benefitting both parties. Again, exposure is the name of the game. Said exposure comes in many different forms, and social networking has given rise to some now household names including my least favorite "musician",Justin Bieber. In the article from the Wall Street Journal, "Moguls of New Media", the author provides examples in which social networking has increased exposure enough to lead to some sort of material gain. Companies have never had access to this many people at one time and it's been amazing to see how they utilize it.

Companies aren't the only ones who benefit from social networking. Society as a whole is more connected than ever in this age. Communication is the fundamental component of survival. Without it, the world would be a much different place. Some generations are saddened by the direction in which communication is headed, largely a result of social networking. To think that I can instantly chat with someone in some extraordinarily obscure country in the convenience of my own home is truly amazing.

Like anything, there is always downside to every upside. Given the sheer size of social networking platforms, opinions are easily manipulated. By that I mean that it's easy to lose a sense of identity in such a vast virtual world. In some cases this may not always be seen as a bad thing, but to many (including myself) it is. Take Kony 2012 for example. Look at how quick that video spread. Equally quick, take a look at how many previously uninformed people suddenly have a vesting interesting in Uganda...many of whom I'd be hard pressed to believe actually know where Uganda is. Despite it being a worthy cause, like anything, the facts need to be looked at. Social Networking is great for what I mentioned earlier, exposure. Social networking exposed the issue of Kony 2012, but it's up to each one of us to formulate our own opinion and not just assimilate. In "Can you Trust Crowd Wisdom" by Kristina Grifantini, she elaborates on the point that mass recommendation could actually be skewed by very few. She uses Amazon's rating system as an example, but the comparisons are undeniable.