Social Networks

Users aren’t passive consumers anymore, but they produce content and manage their relationships and contacts online. In this context social networks get a new quality, because of new types of public relations, information procurement and communication. A lot of these applications are used in the private part and for entertainment. But the business network Xing shows that Web 2.0 opens interesting opportunities for business too. The interaction between members of social networks has a big range from general to specific topics. Through detailed and individual profiles networks possesses a large amount of information, which can be useful for companies. It helps to understand language, interaction and interests of special communities in social networks.

The range and type of social networks are different. Bommes and Tacke mean that there is no part of society left which has no contact to social networks. It is possible to see social networks in economy, science, politic and daily life. The development of social media gave a lot of new opportunities to create social networks on a virtual level. The participation in social networks increased really fast. In the 3^rd quarter of 2009 26.4 Mill. Users per month participated in social networks.  Those are 3.6 Mill. people more than 3 month before.

The market leader Facebook shows a good way. Facebook offers companies a interesting way for marketing. They offer fanpages and the opportunity to integrate own applications. In that way every company can create their own area with individual apps and content. The fanpage is a good way to interact with their target group. If a user is fan of a company they can send him messages on their wall with news. This news can be read from any contact of this user. So it is possible for news and updates to go viral.

Facebook makes it also possible to connect external website with the Facebook platform. You only need Facebook Connect which allows to share profile information from Facebook on the external website and to become a Facebook-fan without leaving the website.

Users of social networks must be allowed to share information with their contacts within seconds.  Operators of online platforms must interact with social networks to get contact with customers in familiar surroundings. Companies can get new ways of communication with customers by the integration of applications on the own homepage or the creation of a fanpage. The user will be involved into activities of the company and idea of networking will increase.