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At its core, social networking allows people to connect. Moreover, people and companies are able to connect with anyone at anytime. This constant stream of nearly instant information provides individuals and companies an avenue in which they can connect on multiple levels with others. Individuals use social networking to connect with their friends, family, and co-workers. Users are able to upload any information they want whether it be about changes in their life, photos from a recent gathering, or an idea or opinion on any number of issues. Moreover, a study conducted by professionals at the University of Southern California and the University of California at Berkeley found that social networking has positive impacts on the younger generation allowing them "to grapple with social norms, explore interests, develop technical skills and work on new forms of self-expression (Goff, 2009). Businesses are able to use social networking internally to help promote interoffice activities and employee relations overall. Pentagon Spokesman Bryan Whitman (2009) said that the Defense Department is reviewing "the impact and the value that [social networking sites] have to the department." Any individual, company, or establishment that fails to take advantage of social networking sites may regret being able to keep up in a fast paced digital world.
Social networking allows for individuals and companies to communicate with anyone instantly. The speed at which information can reach others can be advantageous for those who know how to take advantage of it. Individuals have used social networking sites to increase their celebrity and financial status by maximizing the potential of various sites. Moreover, individuals who are already considered famous are almost obligated to have an active social networking account to spread information to their fans and build their fan base. Without it, they will inevitably be left behind. It is an unfortunate side effect of the digital age. Businesses must also take advantage of social networking sites to promote major announcements, new products, sales, and events. If they don't, they "will appear behind the times" and will inevitably suffer in the long run (Reeves, 2011). Individuals and companies who use social networking properly will continue to grow or at a minimum allow for potential growth. Not using social network sites will keep individuals and businesses in the proverbial dark.