ABSTRACT
Today’s Generation Yers are often quoted as saying that their success depends on their connections. Through the myriad of social networking sites, people are finding other individuals and new ways to “link in” with others. Additionally, through blogs and online communities, people are sharing knowledge in these different forums. And this will continue to expand. Look at Microsoft’s relationship with Facebook, Google’s acquisition of YouTube, and Rupert Murdoch’s acquisition of MySpace; major companies are realizing the potential of social networking and targeted online advertising. A simple case in point is one undergraduate student advertising a college dinner event by putting a short video on YouTube and telling his Facebook contacts/addresses about it. Within 2 days of doing so, there were 230 attendees at the function. The point here is that connections with others and the sharing of knowledge between these individuals will continue to grow through social networking and collaborative digital mechanisms.
