Social Networking Tools
Web-based social networking tools enable the creation of online communities. The possibilities are endless - whether geographical communities, people linked by a particular interest, or simply random networks of online users. More recent developments include virtual reality worlds such as Second Life.
As most sectors depend so heavily on networking and knowledge exchange, such tools present an ideal opportunity. For example, a recent paper by Norman and Huerta (2006) highlights the potential of social networks in developing communities of practice for knowledge transfer.
'First generation' social network sites tended to focus on the creation of lists of contacts, and include long-established services such as Friends Reunited and Friendster. The second generation of networking sites have tended to be more interactive - rather than simply creating lists of contacts, they enable members to interact with others in their network. For example, fans can interview their favourite band or leave pictures and messages on other people's sites. Nowadays, sites such as MySpace, Facebook and Bebo attract millions of users, and the services grow exponentially, with each new user encouraged to introduce others. Blended networking combines online networking with face-to-face events (whether meetings, parties, concerts, dates, seminars etc) thus addressing concerns held by some commentators about people becoming overly dependent on virtual interaction and not developing their social skills.
Examples
While they are often thought of as being a 'young person's thing', an increasing number of organisations are making use of social networking tools for professional purposes. Specialist networking sites are emerging all the time, including some which are invitation-only. For example, the Institute of Knowledge Transfer plans to develop a Knowledge Network, which will make use of web 2.0 technologies and develop online communities of practice. Eduspaces aims to link people with an interest in learning, particularly e-learning. Linkedin and Ryze are professional/business networking sites, NatureNetwork links up scientists worldwide, while Innocentive aims to link up scientists and businesses. i10 in the East of England has a network site, while Bioknex is planning to set one up. The Business Startup community aims to provide support and information.
Large organisations sometimes use social networking tools as part of their customer relationship management strategy, enabling employees to share, collaborate and communicate with their external contacts. Such tools vary in scope, but include Microsoft's Knowledge Network, 37 signals, and Stikkit. This good practice recipe describes a web-based expertise directory in the BCE sector, available on the Southampton University web site. InTouch is a tool for managing online social networks, which has been developed by researchers at the University of Sussex, and is now used by the Metropolitan Police to create visualisations for incident management.
Benefits and Barriers of Social Networking Tools
Potential benefits for users:
Social networking tools offer obvious benefits such as expanded networks, informal positive filtering (e.g. "friend of a friend" recommendations) and opportunities to both advertise and search for specific skills and experiences. Other specific benefits might include:
The ability to visualise networks in different ways (for example InTouch).
The ability to network effectively without needing physical access or physical proximity to other collaborators. This has benefits to users with a wide range of disabilities.
Building relationships without initial face-to-face contact can benefit users with mental health difficulties, social anxieties or physical conditions resulting in self-consciousness, for example speech impairments.
In an online environment it is impossible to tell whether somebody has a disability or not thus social networking is a great leveller, enabling disabled people to interact without being constrained by prejudice or misconception. The quote below describes the effects Second Life has had on a group of physically disabled people from a day-care centre in Boston, Massachusetts.
"We feel the most like the rest of the world that we've ever felt" Second Lives, A Journey Through Virtual Worlds (Guest 2007)
Potential barriers for users:
If the tools have been built with accessibility in mind, there should be very few barriers. Tools designed for a specific target audience (for example graphical visualisation of social networks) are likely to be less accessible to non-target users, for example visually impaired people.
