Emerging Trends in Social Networks

As the increase in popularity of social networking is on a constant rise^[31], new uses for the technology are constantly being observed.

One popular use for this new technology is social networking between businesses. Companies have found that social networking sites such as Facebook and Twitter are great ways to build their brand image. According to Jody Nimetz, author of Marketing Jive^[32], there are five major uses for businesses and social media: to create brand awareness, as an online reputation management tool, for recruiting, to learn about new technologies and competitors, and as a lead gen tool to intercept potential prospects.^[32]. These companies are able to drive traffic to their own online sites while encouraging their consumers and clients to have discussions on how to improve or change products or services.

One other use that is being discussed is the use of Social Networks in the Science communities. Julia Porter Liebeskind et. al. have published a study on how New Biotechnology Firms are using social networking sites to share exchanges in scientific knowledge.^[33] They state in their study that by sharing information and knowledge with one another, they are able "increase both their learning and their flexibility in ways that would not be possible within a self-contained hierarchical organization." Social networking is allowing scientific groups to expand their knowledge base and share ideas, and without these new means of communicating their theories might become "isolated and irrelevant."

Social networks are also being used by teachers and students as a communication tool. Because many students are already using a wide-range of social networking sites, teachers have began to familiarize themselves with this trend and are now using it to their advantage. Teachers and professors are doing everything from creating chat-room forums and groups to extend classroom discussion to posting assignments, tests and quizzes, to assisting with homework outside of the classroom setting. Social networks are also being used to foster teacher-parent communication. These sites make it possible and more convienent for parents to ask questions and voice concerns without having to meet face-to-face.

A final rise in Social Network use is being driven by college students using the services to network with professionals for internship and job opportunities. Many studies have been done on the effectiveness of networking online in a college setting, and one notable one is by Phipps Arabie and Yoram Wind published in "Advances in Social Network Analysis" ^[34]

The most popular social networking sites are facebook, myspace, twitter, and youtube but a number of new sites and social groups are born each day^[35]. Ning.com allows you to create your own social networking site to fit your own niche group.