Social networking: part 1--not just for the young.

• Author: Loerzel, Tamara

Social networking is thought of as primarily a technology tool used mostly by young people for social and entertainment purposes. The following article, which is the first in a two-part series, explains how the technology has gone beyond those purposes to providing business benefits to organizations.

Facebook, LinkedIn, Plaxo. blogs, podcasts, YouTube. wikis, RSS, and widgets. Oh my! Social networking technologies are here to stay and new ones are emerging almost daily. This article cuts through the "techno-speak" and explores the amazing new social technologies that will help CPA firms and their clients connect with others and position the firm as an attractive workplace for the young.

What is social networking?

Social networking is one of the most popular terms for the technologies available that create online communities. However, some sources refer to all of the online community technologies as groundswell technologies. For the purposes of this article we'll use the term social networking when we're referring to the following types of communities or groundswell technologies:

* Social networks, such as Facebook, My Space, LinkedIn and Plaxo

* Blogs, podcasts and online videos, such as those on YouTube

* Wikis, RSS, social bookmarking and widgets

Social networks aren't just for tweens and college students, although many of us beyond that age would like to think so to justify avoiding learning about them! Many professionals, and even executives of large corporations, have embraced social networking as a means to communicate with colleagues, clients and their marketplace. Traditional marketing has consisted of "push" activities, such as sending direct mail (paper based or e-mail), holding seminars, and telemarketing. "Old school" professional networking primarily consists of face-to-face meetings or conversations via the phone. Today, with the plethora of technologies available to individuals and organizations, we can communicate to a wider audience and build relationships by inviting others into our online network or community.

Why participate in social networking?

Interactive technology makes it possible for all people in all professions to network with their peers from anywhere and at any time in an online environment. Social and professional network services provide a venue to convene by creating informative and interactive meeting places.

In business, social networks can at a low cost

* connect people who share common business...