As the name implies, social networking involves establishing a network for the purpose of socializing. In real life, you would only do so with people you have something in common with. You might have gone to the same school, enjoy the same music, read the same books and share a common friend. Because of these similarities, people have found a way to make friends without the awkwardness and shyness of being judged for their tasted and preferences. From the beginning, people seek other people because of these particular preferences.

The success of social networking has attracted the attention of online businesses that are looking to increase traffic to their site. These sites have actually provided online businesses with a way to cut marketing costs by targeting a special market niche. Instead of casting a large net over the internet, they would now simply become members of social networking sites with members that would likely be interested in their services and products. This method translates to bigger profit and more business growth.

Online businesses have much to gain from these social networking sites. Aside from providing them with unlimited customers, these sites are being used when conducting market research. Getting the pulse of your target market has never been easier. Social networking sites have also benefited those people who have yet to establish their online businesses. These sites provide them with the much needed information on the products and services that could become instant hits in a particular market. By finding out what the general public wants, the "trial and error" method in business formulas can be removed from the plan.

In addition to all thee, social networking has become a powerful tool in increasing your business contact. With just very little effort, you will find yourself doing business with people who are from other countries. You will have business associates and affiliates who you will not get to meet personally and yet trust completely for the simple reason that you have several things in common.

Social networking has obviously broken down many business barriers. Small businesses can receive the same attention as big businesses as long as they utilize the social networking tool properly. These sites have somehow "leveled the playing field", proving equal opportunities to all online businesses. On the other hand, consumers have also benefited from social networking since it provided them with more choices.

When it comes to online businesses, social networking will continue to offer better results and more return potentials. Just remember that these sites serve a basic purpose and that is to establish genuine connection to your market.