Until only a few years ago if you talked to people you knew about the latest discussions in chat and other forums they would only have shrugged their shoulders in disbelief. Things have changed now: For many people networks in the Internet are a part of their life regardless of which generation they belong to.

The acceptance of Online-Networks is increasing

For most people five years ago the Internet consisted mainly of emails, search machines and large portals such as Yahoo. The purpose and usefulness of these services was obvious. However, the purpose being served by publishing more or less private information in the Internet free of charge and by networking with other people was not quite as obvious at first.

If you talk to the same people today, then you will quickly realise that in the last years the world has suddenly begun to revolve around the topic “Online-Networks”. It is quite normal today to maintain business contacts in XING or Linkedln, and after work people now meet at Facebook. According to a current study by the market research company Nielsen, more than 50% of the Internet users in German-speaking countries are active in so-called social networks whereas in countries such as Brazil up to 80% of the Internet users are active in this area. Now the question “Are you in Facebook?” looks like it will soon be replacing the traditional farewell greeting of “Let’s keep in touch!”.

No longer an exclusive domain of the younger generation

The most exciting thing about the increasing use of Online-Networks is that this phenomenon is not restricted to the generation of the “Digital Natives” who grew up with the Internet but rather that it is now affecting the life of almost every age and professional group. The best example of this in the German-speaking countries is the Online-Community wer-kennt-wen (who knows who) which boasts a surprisingly homogeneous membership structure and which could even develop into a kind of “people’s network”.

Vertical or horizontal

Along with the large international networks such as Facebook, MySpace, Orkut or studiVZ, the latter being extremely popular in Germany, there are a number of networks which serve special interests. From dog lovers to photographers and blood donators, almost any niche of any size no matter how small is now involved more or less successfully. The experts distinguish between horizontal and vertical networks with the first being aimed at a more or less wide target audience and the second group serving more specialised interests.

Communication with other means

Even though this has often been suspected, social networks are only rarely leading to the development of new interest groups. Usually the communication process is only be shifted from existing “Offline” networks in real life to the Internet. Just as business people would meet at “After Work-Parties” or at conferences in the days before the advent of virtual communication platforms, animal lovers would also organise themselves in their own special interest associations. The most successful Online-Networks are the ones which allow existing interest groups to communicate more easily and efficiently through the Internet.

The personal use is decisive

Outsiders often think that people act completely selflessly in Communities or Forums whenever for example they pass on information free of charge which would often cost money elsewhere. Here the question arises as to the reasons for this seemingly benevolent behaviour. This cannot be answered in a general manner. Here the added value or benefit which the individual places on his activities in a social network is often decisive whereby this subjective reason can vary considerably. A boost in a person’s confidence, security or also indirect monetary gains can all be important reasons for an individual to participate here.

It’s really all about people

All Online-Networks mainly exist because of the people who are active in them and not because of the technology in the background. The question of which Online-Network is of interest for which individual is often decided by the individual’s social environment. People will use the same services in which their friends, colleagues and acquaintances are also active. Along with the maintenance of contacts made in real life, Online-Networks are of course also used to find new people and to make new friends. Here the percentage of people who actually know each other in real life can be anywhere between 0 and 100%.

Personal contacts will remain important

Will Online-Networks replace personal contacts in the future? Here the answer is a definite “No!”. Online-Networks are often less “virtual” than people commonly think. Personal contacts are still highly regarded today, and they will not be quickly replaced even by the most exciting functions of the favourite Community. However, Online-Networks do make things easier: Today people can easily be contacted and relationships maintained beyond country borders and time zones. Projects can also be implemented which would be inconceivable without the use of Online-Networks.

If and how a commitment to Online-Networks is of interest to an individual is a question which only each person can answer for himself. Unquestionable however is the fact that in an increasingly interlinked world Online-Networks will continue to provide new opportunities regardless of a person’s age or profession.

The author

Daniel Langwasser is a graduated Information Specialist (Diploma) and an independent consultant in the fields of Community Management and Social Media. In the past ten years he has helped to organise national and international Internet and Community projects. He is also the founder and operator of various Community projects. He has written numerous articles on Community Management in various Print and Online publications. He also operates the specialist blog www.community-management.de. In addition, he is also one of the initiators of the Federal Association of Community Management (BVCM) e.V.

Website: www.langwasser.de
XING-Profile: www.xing.com/profile/daniel_langwasser

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