Social Networking

In chapter seven, Tapscott has a section called "My social network." He says that traditionally a person may have a social network of about a hundred people that they interact with, but with the internet, we are connect with hundreds and even thousands of people. Different people may have different opinions of you, depending on how many friends you have. One person may think you're popular if you have 1,500 Facebook friends, while others may find that creepy. This section ends with him saying that "Today's typical Internet user already has 2.3 percent more significant social ties than a nonuser does." This statement immediately made me realize that the internet is a great way of networking in the professional sense, in that , if you use it right, the internet can provide you with great opportunities with people you may not have met anywhere but the internet.
I found this article that discusses the advantages to using social media as marketing. One big reason that it is so useful is that it is free. Another is that people not even directly affiliated with a company can market their products.
“One interesting example furthering evidence of companies relinquishing brand control is The Coca-Cola Company, known for its utmost security of its brand. Coca-Cola had little success with social networking until a "fan page" emerged from the hands of an out-of-work writer who simply liked drinking Coke. That page, not owned or controlled by Coke, became the most successful fan page on Facebook (3.3 million members) through viral marketing while defying the rules of traditional advertising and stunned execs who spent millions on 'inside the box' campaigns.” This ties into the idea of prosumerism; companies and their consumers, working together for the betterment of the product.