A Brief Introduction of Social Networking Sites

The rapid growth of social networking that has been observed over the last two to three years is indicative of its entry into mainstream culture and its integration into the daily lives of many people. In parallel with this, there has also been considerable media coverage of the growth of social networking, its potential positive outcomes and concerns about the way that some people are engaging with it.

Social networking sites offer people new and varied ways to communicate via the internet, whether through their PC or their mobile phone. They allow people to easily and simply create their own online page or profile and to construct and display an online network of contacts, which are often called ‘friends’. Users of these sites can communicate via their profile both with their ‘friends’ and with people outside their lists of contacts. This can be on a one-to-one basis (much like an email), or in a more public way such as a comment posted for all to see.

In terms of the social and communications aspects of social networking sites, either online networks dedicated to business networking, or user-generated content (UGC) sites (as the latter’s primary focus is on content creation and sharing rather than the development of online social networks) should not be included in this category.

Like other communications tools, social networking sites have certain rules, conventions and practices which users have to navigate to make themselves understood and avoid difficulties. These range from the etiquette of commenting on other peoples profiles to understanding who one does and doesn’t add as a ‘friend’. Social networking sites also have some potential pitfalls to negotiate, such as the unintended consequences of publicly posting sensitive personal information, confusion over privacy settings, and contact with people one doesn’t know.

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