Eric Staggs: Writer

Social Networking sites promise the future to users. From quick contacts and slip-dash deals, nearly instant gossip transfer and insider information, “adding a friend” is considered a prerequisite to business success in the ultra-speed digital world.

But realistically, how many people trust a faceless icon floating out there in the bit-bucket somewhere? I could be anybody, writing to you about anything. And I think you know that. Yet, optimists we are, we click that “add to contacts.”

I was once contacted through Facebook for a position in Madison WI. I thought it was a joke at first. Isn’t that what LinkedIn.com is for? Turns out it was a legit offer for a pretty good gig. The lesson here is that the boundaries between social networking sites are melting away.  While I personally would rather keep business on LinkedIn and Mafia Wars on Facebook (some folks get it, some don’t), I’m the only one. It seems that LinkedIn.com simply lacks many of the facilities for contact that Facebook has. That is to say the built-in professionalism (formality) of LinkedIn in working against it as far as social networking communications are concerned.

Watching the evolution of the two sites offers some interesting insight into how people use the internet. LinkedIn’s addition of “apps” mimics Facebook and MySpace, furthers the common theory of the internet: people want to play with other people. These “apps,” most of which are games,  allow people to post fictional or real accomplishments and share them with others. Much like Twitter, the idea that one single person’s activities could be so interesting to demand the instant notification of thousands is amusing to say the least.

So how can small businesses take advantage of thee so called social networking websites? They seem to be just toys for office workers with too much time on their hands. That would be a correct assessment. However, a major appeal of the internet is VOICE. The web allows Joe Public to give their opinion. This high-tech sort of grassroots support shows carries a lot of weight in the digital world, even though it’s the easiest thing in the world to simply click that “like” button.

In fact, the support one sees for causes and products, bands and movements, via the internet are mostly based on “my friends are doing it” and “it seems cool enough” and “that’s a buddy of mine, so I’ll show support.” Besides, what does it cost anyone to “add as a friend” anything?

The benefits are of course subtle, but can’t be beat. When compared to traditional advertising, pound for pound, web ads, bulk email, social networking and fan-pages get triple the impressions for the same (less) dollars.