The importance of social networking is valid. These sites and services allow people, often with common interests, to aggregate and communicate. Inside these "gathering areas" people talk about common likes, things they see on the web, and use a system that facilitates the transferral of this type of information. These sites and methods are so important in the information landscape because this is a key communication protocol. Additionally, these protocols allow us, as developers, to effeciently inject your site information to key and target demographics.

Unlike other protocols, such as email, the users in social networking control communication. This is the idea of "friend lists" or "approved". In the social network there is only a tiny risk of your contact information getting sold to a third party to sell enhancement drugs or weight loss supplements. Each user communicates with other users they have selected to share conversation. This is a large contributing factor to the rise and success of the social networking web. In that context, when a person becomes a "fan" of your products or "follows" your company or subscribes to your feed, you have found soneone who is sincerley interested and also has a higher probability of sharing these likes with others in his or her network.

Just as social networking can work wonders, there are ways to upset the population. Each demographic has a different tolerance or set of expectations. The "fickle" nature of the network is sometimes hard to predict. We have found that a layers approach to social netwoprking is best. Instead of cramming all of your content down each communication channel, we provide a channelized approach. One for your events and another for sales, for example. This way we can not only provide the choices people want in controlling the content, but we can also gauge success and interest levels of your "friends" and "followers".