Marketing Terms

Social Networking


The process of creating, building, and nurturing virtual communities and relationships between people online.


Social networking revolves allows like-minded individuals to be in touch with each other using websites and web-based applications. Facebook, MySpace, Twitter, and LinkedIn are examples of social networking sites. The definition of the term “social network” is still very loose, as it is still a relatively new technology that’s subject to rapid changes.

Natural stratification and sheer popularity are what defines major social networks today. Users voluntarily connect with each other when they share something in common. For example, two users may know each other personally, or they happen to share a common interest. Moreover, these sites have grown to accommodate a multitude of users. FaceBook alone has over a half-billion users. Internet marketers see these two traits as an opportunity to tap their potential.

see also: Social Media Tools

Related Terms

view all terms in the Social Media Marketing glossary or all terms in the Digital Marketing glossary