Social networking: definition, importance, types, and advantages

Social networks have become a valuable tool for organizations, giving rise to social networking, which has changed the way people communicate, share information, and interact socially (Matthew et al., 2019).

Networking is not just about sharing information; it also serves as a path to create long-term relationships with mutual benefits (Miller, 2019), whether for personal or professional development purposes, or for business generation. In this sense, social networking has become an omnipresent force in the 21st century. From keeping in touch with distant friends to building global brands, these platforms have redefined communication, interaction, and even the very structure of our societies. But what does social networking really entail? What are the advantages and disadvantages of using social networking? This article delves into the multifaceted world of social networking, exploring its definition, evolution, impact, business applications, and much more.

What is networking?

Before diving into the world of social networking, let’s take a look at Networking itself and the types of networking that exist.

Networking essentially means “making contacts” or “creating contact networks.” In this sense, we should understand networking as the process that allows us to create and/or expand that network of contacts, as well as our ability to maintain those connections over time (Torres, 2022).

Traditionally, networking is used for the exchange of information, ideas, or services among people with a common profession or special interest, usually in an informal social setting. In the context of their personal and professional development, people use networking to expand their circles of acquaintances, discover job opportunities in their fields, and increase their knowledge of news and trends in their fields.

However, you should understand that networking is not exclusive to individuals; organizations can also use it. In this regard, Gibson et al. (2014) define networking in organizations as goal-oriented behavior that occurs both inside and outside an organization, focused on creating, cultivating, and utilizing interpersonal relationships.

How does networking work?

People generally gather in working groups based on a single common point of interest where all members share information, ideas, problems, etc. For professionals, the best networking opportunities can occur at trade fairs, seminars, and conferences, whether offline or online. This will significantly contribute to their professional development, or alternatively, help identify an employment opportunity. On the other hand, business owners and/or managers network to develop relationships with people and companies they can do business with in the future, or for talent scouting (hiring employees).

What is networking for?

The importance of networking lies in the fact that it helps professionals stay up-to-date with current events in their field and develop relationships that can boost future business or employment prospects (Kagan, 2021); likewise, it leads to more job and business opportunities, broadening and deepening knowledge, improving the capacity to innovate, advancing faster, and gaining status and authority (Gino et al., 2016). In this regard, Miller (2019) and Eatough (2021) highlight the following reasons why networking is important for your professional development:

• Contributes to your social well-being.
• Leads to the exchange of ideas.
• Helps you meet people at all professional levels.
• Increases your professional confidence.
• Increases your professional visibility.
• Identifying new opportunities.
• Improves your creative intellect.
• An extra resource library.
• Development of long-term professional relationships.

Eatough (2021) summarizes the importance of networking as: “building relationships with the right people at the right time can take your career to the next level.”

Types of Networking

Although there isn’t an official classification, we can categorize networking based on where it takes place; in this sense, we have two types of contact network creation:

Offline Networking

Traditionally, throughout human history, this has been the most used method by professionals and business people.

Offline networking primarily occurs at fairs, courses, seminars, meetings, technical visits, coworking spaces, etc., and is based on physical (face-to-face) interaction.

Online Networking or Social Networking

With the growth of the Internet and social media, online networking has become the most popular in the last decade, as it allows for greater interaction at a lower investment cost (no travel required).

You can perform online networking through social networks, blogs, webinars, or content creation sites.

What is Social Networking?

Social networking, online networking, or ‘networking social,’ is defined as the creation and maintenance of personal and business relationships, especially on social networks. Essentially, social networking refers to the practice of expanding a person’s (company’s or organization’s) social or business networks through connections with individuals, often facilitated by digital platforms. These platforms, known as social networks or social networking services (SNS), provide tools for users to create profiles, share information, interests, activities, and connect with other users.

Since their emergence, social networking sites (e.g., social networks, forums, etc.) have changed how people interact, and also how companies interact with their current and potential customers. One advantage of social networking services is that they can work on any electronic device and overcome any geographical barriers; thus, your target audience is just a click away.

A social networking service is an internet-based platform used to build and develop social relationships among people; they allow users to share emails, instant messages, online comments, wikis, photos and videos, and blog posts (Matthew et al., 2019).

Currently, the list of social networks grows daily; however, Obar and Wildman (2015) and Verduyn et al. (2020) highlight that they share the following characteristics:

• They are Internet-based applications.
• Users create specific profiles for the type of social network.
• User-generated content (photos, videos, comments, articles) is the vital element.
• Generating an online contact list, and
• Viewing and interacting with abundant updated information, including posts from their contacts.
• They facilitate the development of online social networks by connecting a user’s profile with those of other individuals or groups.

In summary, then, what are social networking sites? They are virtual environments where individuals can:

• Build a public or semi-public profile: A digital space to present oneself.
• Articulate a list of other users with whom they share a connection: Friends, followers, professional contacts.
• View and navigate their list of connections and those made by others within the system: Explore the network.

Although the term “social media” is often used synonymously with social networking, there is a subtle difference. Social media is the broader umbrella term encompassing any digital medium that allows users to create and share content or participate in social networking. Social networking is a specific category within social media, primarily focused on building and maintaining relationships and contact networks.

Social Networking Theory and Analysis

Behind the practice of social networking lie theories and analysis methods that help understand its functioning and effects. Social Network Theory is an interdisciplinary field that studies social structures using graph theory.

Key Concepts:

• Nodes: The individual actors within the network (people, organizations).
• Ties: The relationships or connections between nodes (friendship, following, collaboration).
• Network Structure: How nodes and ties are organized (density, centrality, clusters, bridges).

Relevant Theories:

• Six Degrees of Separation (Stanley Milgram): The idea that any person in the world can be connected to any other through a short chain of acquaintances.
• Strength of Weak Ties (Mark Granovetter): Argues that acquaintances (weak ties) are often more useful than close friends (strong ties) for finding new information or opportunities (like employment).
• Diffusion of Innovations (Everett Rogers): Explains how ideas, behaviors, or technologies spread through social networks.

Social Network Analysis (SNA) applies these theories and uses computational methods to map and analyze these networks. It allows for the identification of influential actors, subgroups or communities, information bottlenecks, and the overall dynamics of the network. SNA has applications in sociology, business (organizational analysis, viral marketing), public health (disease tracking), and security (identification of criminal or terrorist networks).

The Evolution and Current Landscape of Social Networking Platforms

The concept of social networking is not new; social networks have existed since humans formed communities. However, the digital era catapulted it to an unprecedented scale. The first websites for social networking like Six Degrees (1997), Friendster, and MySpace in the early 2000s laid the groundwork. Then came the giants that dominate the landscape today:

• Facebook: The quintessential platform for broad personal connections.
• LinkedIn: The gold standard for corporate social networking and professional connections.
• Twitter (now X): Microblogging platform for real-time conversations and information dissemination.
• Instagram: Focused on visuals (photos and short videos).
• TikTok: Dominated by short, viral videos, especially popular among younger generations.
• Pinterest: Visual platform for discovering ideas and inspiration.
• Snapchat: Known for its ephemeral messages and augmented reality filters.
• YouTube: Although primarily a video platform, it has strong social networking elements.
• WhatsApp/Telegram: Messaging apps with growing social and community features.
• Niche platforms: Countless sites exist dedicated to specific interests, like gamer social networking (e.g., Twitch, Discord), reading communities (Goodreads), or academic networks (ResearchGate).

Identifying the best social networking platforms largely depends on the user’s goal. For personal connections, Facebook remains globally dominant. For professionals, LinkedIn is indispensable. For visual engagement and brand marketing, Instagram and TikTok are leaders. The most used social networking sites vary by demographics and region, with platforms like Facebook, YouTube, and WhatsApp consistently ranking at the top globally.

Social Networking for Businesses

Social networking for companies or businesses has become a fundamental pillar of modern business strategy. Companies use these platforms for a variety of purposes, with social media marketing being one of the most prominent.

What is social networking marketing?

It refers to the use of social networking platforms to build a company’s brand, increase sales, and drive website traffic. It involves publishing engaging content on social media profiles, interacting with followers, running paid advertising campaigns, and analyzing results.

Key Social Networking Strategies for Marketing:

• Define Objectives: What do you want to achieve? (e.g., brand awareness, lead generation, sales, customer loyalty).
• Know Your Audience: Which platforms are they on? What content interests them?
• Choose the Right Platforms: Not all networks are the same. A B2B business will benefit more from LinkedIn, while a fashion brand will thrive on Instagram and TikTok. Selecting the best social networking platforms for the target audience is crucial.
• Create Valuable and Relevant Content: Content that educates, entertains, or inspires the audience. It must be adapted to the format and tone of each platform.
• Consistency and Frequency: Maintain an active and regular presence.
• Interaction and Community: Respond to comments, participate in conversations, create groups.
• Advertising on Social Networking: Use powerful segmentation tools to reach specific audiences with paid ads. Social networking and advertising go hand-in-hand for many brands.
• Analysis and Optimization: Measure performance (reach, engagement, conversions) and adjust the strategy.

Social Networking Marketing Tools

Numerous tools exist to manage and optimize social media marketing efforts:

• Scheduling and Management: Buffer, Hootsuite, Sprout Social.
• Analytics: Google Analytics, native platform tools, BuzzSumo.
• Content Creation: Canva, Adobe Creative Cloud.
• Social Listening: Brandwatch, Talkwalker.

Internal Social Networking within the Company

Companies can employ social networking in two areas: inside and outside the company. Bennett et al. (2010) highlight that social networking technology can facilitate improved workplace productivity by increasing employee communication and collaboration, aiming to transfer knowledge and consequently make the organization more agile.

Meanwhile, Mäntymäki and Riemer (2016) found five uses for internal social networking within the company: problem-solving, discussing ideas and work, events and training, task management, and informal conversations; however, the researchers indicate that generating new ideas for work and finding solutions to work-related problems are key sources of value.

External Networking outside the Company

Networking outside the company can have two important objectives: attracting talent (hiring personnel) or marketing its products or services.

Companies can use social networking to identify new collaborators. Through potential candidates’ social media posts, recruiters can get an idea of their personality and behavior.

In this regard, Contreras et al. (2017) highlight that the content published by job candidates impacts recruiters’ decisions. Therefore, as a professional, you must be careful about what you post on social media.

On the other hand, regarding the marketing of its products or services, social networking offers several advantages for companies:

• Promote your company’s brand to increase market reach, including international markets.
• Attract customers, obtain customer feedback, and build loyalty.
• Technological and market surveillance (market research).
• Source of traffic for your company’s website.
• Lower-cost advertising.

If you decide to implement a social networking strategy, you should know that Cartwright et al. (2021) emphasize that it is the organization’s responsibility to ensure that:

• Sales employees use social media successfully (e.g., develop buyer-seller relationships),
• Employees create and disseminate the most appropriate content, and
• Employees are involved with the social media strategy.

On the other hand, as an entrepreneur, you might be eager to generate a network of contacts to bring your ideas to market or scale your venture. In this regard, you should identify entrepreneur networks or chambers of commerce that can help you.

In this respect, the networks of serial entrepreneurs, investors, and their affiliated companies play a fundamental role in driving entrepreneurial behavior, investor focus, and innovation hotspots within specific industrial sectors (Pittz et al., 2021).

As a final note, at least in this part, Gavino et al. (2019) reported that in the U.S., Latino/Hispanic business owners use personal social media more than business social media for business purposes; they recommend that entrepreneurs should strengthen their social media competence to remain competitive.

Social Networking in Education

Social media is impacting the way students and educators conduct the teaching-learning process. They are now used for learning, professional development, content sharing, professional links with other researchers, etc. (Matthew et al., 2019).

Furthermore, Issa et al. (2015) highlight that educational institutions are in the process of introducing social networking as a teaching and learning tool by adopting1 specific platforms (wikis, blogs, forums, etc.) as a means to improve the personal skills of students and professionals.

Social Networking for Professional Development

The use of social networking for professional development refers to using a social network site to connect with other professionals within a common field of interest.

In this regard, Markham et al. (2019) highlight that participation in social media allows for sharing and receiving information quickly and in real-time; furthermore, networking via social media enables professionals to make contact with others of similar interests, foster collaboration, and gain support for personal and professional growth.

LinkedIn is the prime example, where companies and professionals from various industries seek new business contacts or maintain ties with affiliates or clients.

Advantages of Social Networking

Social networks offer numerous benefits, explaining their massive adoption. These advantages of social networking span personal, professional, and social spheres.

Personal Advantages:

• Connection and Communication: Keeping in touch with friends and family, regardless of geographical distance.
• Community and Belonging: Finding and joining groups with shared interests, offering support and a sense of community.
• Access to Information: Rapid dissemination of news, trends, and diverse knowledge (though discernment is required).
• Entertainment: An inexhaustible source of content, from viral videos to interesting articles.
• Self-Expression and Creativity: Platforms for sharing personal thoughts, talents, and creations.
• Social Support: In difficult times, networks can be a source of comfort and practical help. These are clear positive effects of social networking.

Professional and Business Advantages:

• Professional Networking: Connecting with colleagues, mentors, recruiters, and industry leaders (especially on LinkedIn).
• Job Searching: Many vacancies are posted and disseminated through social media.
• Personal/Professional Brand Building: Establishing oneself as an expert in a field.
• Marketing and Advertising: Massive reach to promote products/services (social networking marketing).
• Customer Service: Direct channel to interact with customers and resolve doubts or problems.
• Market Research: Gaining insights into consumer preferences and opinions.

Social Advantages:

• Awareness and Activism: Platforms for mobilizing support for social and political causes.
• Crisis Response: Useful tool for communication and coordination during emergencies.

These benefits of social networking demonstrate the transformative potential of these tools when used effectively.

Disadvantages of Social Networking

Despite its benefits, extensive use of social networking carries significant risks and adverse effects. In this regard, Hylkilä et al. (2024) state that problematic social media use is associated with negative factors of social well-being and that there might be social well-being factors predicting social networking use. It is crucial to be aware of these negative effects of social networking.

Impacts on Mental Health:

• Social Comparison and Low Self-Esteem: Constant exposure to “perfect” (often idealized) lives can generate feelings of inadequacy, envy, and depression.
• Anxiety and FOMO (Fear Of Missing Out): The fear of missing out on events or experiences can generate constant anxiety. Tandon et al. (2025) state that the fear of missing out (FoMO) and FoMO-driven envy influence social media users’ activities, which can lead to compulsive use of these platforms.
• Addiction: The design of many platforms (notifications, infinite scroll) encourages compulsive use. According to Miranda et al. (2023), social media addiction develops through two distinct mechanisms depending on users’ motivations for using social networking: If the main goal is to escape the boredom of everyday life, addiction develops through a state of flow and a feeling of belonging to the community; if the main goal is interaction with others, addiction develops exclusively through the development of a feeling of belonging to the community.
• Cyberbullying and Harassment: Relative anonymity can facilitate aggressive and harmful behaviors; likewise, Chan et al. (2021) highlight that cyberbullying on social networking sites (SNS) is an emerging social problem that has attracted significant academic attention.
• Sleep Disturbances: Blue light from screens and mental stimulation can interfere with sleep patterns.

Privacy and Security Issues:

• Data Collection: Platforms collect vast amounts of personal information, used for targeted advertising and other purposes.
• Security Breaches: User data can be vulnerable to hacking.
• Oversharing: Sharing too much personal information can have negative real-life consequences (security, reputation).
• Identity Theft: Shared information can be used by malicious actors.

Disinformation and Manipulation:

• Rapid Spread of Fake News: False or misleading information can go viral quickly, with serious consequences.
• Echo Chambers and Polarization: Algorithms tend to show content that reinforces existing beliefs, limiting exposure to diverse perspectives and exacerbating social division.
• Political and Social Manipulation: Networks can be used to influence public opinion and elections.

Other Drawbacks:

• Loss of Time and Productivity: Excessive use can distract from important tasks and responsibilities.
• Deterioration of Real-Life Social Skills: Reliance on digital communication can affect the ability to interact face-to-face.
• Impact on Body Image: Especially on visual platforms, pressure to meet certain beauty standards can be harmful.

Understanding why social networking is bad in these aspects is fundamental to encouraging healthier and more conscious use.

How Can You Network Efficiently?

An important starting point for developing your professional or business networking strategy should be identifying your goals, as this will help you identify offline and online activities.

Initially, you might feel overwhelmed by the number of networks and groups, and probably think you should join them all; however, a better strategy is to direct your time and efforts towards those networks and groups that best suit your needs and interests.

Once you join a networking group, you must contribute actively. Instead of simply using the association to promote their own goals, people who network effectively seek to offer something of value to other group members (Kagan, 2021).

Based on their research, Gino et al. (2016) identified four strategies that can help people become more effective at building relationships:

• Focus on learning: adopt a “promotion mindset,” focus on the positives, and you’re more likely to perceive networking as an opportunity for discovery rather than a chore.
• Identify common interests: Consider how your goals align with those of² the people you meet, and networking will feel more authentic.
• Think about what you can share: Remember you have something valuable to offer, whether it’s knowledge, gratitude, or recognition.
• Find a higher purpose: Frame your networking in terms of³ a broader goal—the collective benefits for your company, for example—and the activity will feel more authentic and lead to connections that bear fruit for everyone.

How Can You Protect Yourself on Social Networking Platforms?

Given the prevalence of risks, security and privacy are paramount. Here are tips on how you can protect yourself on social media:

• Configure Privacy Settings: Regularly review and adjust privacy settings on each platform. Limit who can see your posts, personal information, and friend list.
• Strong and Unique Passwords: Use complex and different passwords for each site. Consider using a password manager.
• Two-Factor Authentication (2FA): Enable it whenever possible. It adds an extra layer of security.
• Think Before You Post: Consider the long-term implications of what you share. Could it harm your reputation, security, or privacy? Avoid sharing sensitive information (address, phone number, financial details).
• Be Careful Who You Connect With: Be selective when accepting friend or connection requests. Not everyone is who they claim to be.
• Recognize Scams and Phishing: Be wary of suspicious messages or links, even if they seem to come from friends (their accounts could have been hacked). Don’t click on dubious links or download unexpected attachments.
• Manage Your Digital Footprint: Search for your name periodically to see what information about you is public.
• Report Abuse: Use the platforms’ reporting tools to report inappropriate content, harassment, or fake profiles.
• Limit Use of Third-Party Apps: Be cautious when granting permissions to apps that connect to your social media profiles.
• Continuous Education: Stay informed about the latest threats and security best practices.

Monetization and Creation

Social networking isn’t just for consuming content or connecting with friends; it also offers economic opportunities. Knowing how to monetize social networking is a goal for many creators and entrepreneurs:

• Influencer Marketing: Building an engaged audience and collaborating with brands to promote products/services.
• Content Creation: Monetizing content through advertising (YouTube), subscriptions (Patreon, Substack), or creator funds (TikTok, Instagram).
• Selling Products/Services: Using platforms as a storefront or direct sales channel (e.g., Instagram Shopping, Facebook Marketplace).
• Affiliate Marketing: Promoting third-party products and earning a commission for each sale generated through your link.
• Social Media Consulting or Management: Offering services to companies needing help with their social networking marketing strategy.

The Future of Social Networking

The social networking landscape is constantly evolving. Some trends that could shape the future include:

• Artificial Intelligence (AI): Greater feed personalization, automated content moderation, more sophisticated chatbots, AI-assisted content creation tools.
• Augmented Reality (AR) and Virtual Reality (VR): More immersive experiences, digital avatars, the “Metaverse” concept.
• Decentralization: Blockchain-based platforms promising greater user control over their data and less censorship (though still in early stages).
• Greater Emphasis on Privacy: In response to user concerns and regulation (like GDPR), platforms might offer more privacy controls.
• Rise of Niche Communities: A possible shift away from mega-platforms towards smaller, more focused spaces.
• E-commerce Integration: Increasingly seamless purchasing functions within platforms (Social Commerce).
• Ephemeral and Authentic Content: Continued popularity of formats like Stories and a desire for less “polished” content.

Conclusion

Social networking has woven a complex web across our interconnected world. From its basic focus on building connections to its advanced applications in marketing and analysis, its influence is undeniable. We have explored the significant advantages of social networking, such as global connection and professional opportunities, but we have also confronted the serious negative effects of social networking, including impacts on mental health and privacy.

Understanding the pros and cons of social networking is essential for conscious and beneficial use. Whether you use social networking websites to keep in touch, grow your business, or simply for entertainment, the key lies in balance, awareness, and security.

As major social networking platforms continue to evolve and innovate, and new platforms and theories emerge, our relationship with social networking will continue to change. Adapting, staying informed, and using these powerful tools responsibly will define our experience in the digital age.

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Milthon Lujan Monja

Editor and founder of “Innovar o Morir” (‘Innovate or Die’). Milthon holds a Master’s degree in Science and Innovation Management from the Polytechnic University of Valencia, with postgraduate diplomas in Business Innovation (UPV) and Market-Oriented Innovation Management (UPCH-Universitat Leipzig). He has practical experience in innovation management, having led the Fisheries Innovation Unit of the National Program for Innovation in Fisheries and Aquaculture (PNIPA) and worked as a consultant on open innovation diagnostics and technology watch. He firmly believes in the power of innovation and creativity as drivers of change and development.