The last few weeks have been about learning from zero in the best ethnographic tradition. I have been through different sources from pop culture (wired magazine, business week) to more academic papers in order to have a broad vision, try to get "the whole picture" about social networking.
I must say that it has being enlightening. Just now I feel that there are some discrepancies between the commercial meaning of social networks and the academic definition. So far I think that in the traditional meaning social networks are something that we have been building since we born, they are some sort of non tangible circles surrounding us, but for the so called internet social networks is most about the connections you can create.
Is interesting the fact that most of the time is just visualization. In the moment we can visualize this networks we are able to interact with them.
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I think you'll find this a never ending field, full of possibilities and with blurred borders with many things! I have used social networks as the basis to understand and inject change in organizations and I have explained it in my book 'Viral Change: the altenative to slow, painful and unsuccessful management of change in organizations'. You are right that there are many 'uses' ( more or less commercial, academic, etc) but it all goes back to Network Theory- to me the best kept secret to transform the way we understand organizations of any kind. Good luck! - Leandro Herrero
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