Social impact[edit]
Main article: Social impact of the Internet § Social networking and entertainment
Web-based social networking services make it possible to connect people who share interests and activities across political, economic, and geographic borders.[24] Through e-mail and instant messaging, online communities are created where a gift economy andreciprocal altruism are encouraged through cooperation. Information is suited to a gift economy, as information is a nonrival good and can be gifted at practically no cost.[25][26] Scholars [27] have noted that the term "Social" cannot account for technological features of the social network platforms alone. Hence, the level of network sociability should determine by the actual performances of its users.
Companies are using social media as a way to learn about potential employees' personalities and behavior. In numerous situations a candidate who might otherwise have been hired has been rejected due to offensive or otherwise unseemly photos or comments posted to social networks or appearing on a newsfeed.
Facebook and other social networking tools are increasingly the object of scholarly research. Scholars in many fields have begun to investigate the impact of social networking sites, investigating how such sites may play into issues of identity, privacy,[28] social capital, youth culture, and education.[29]
Several websites are beginning to tap into the power of the social networking model for philanthropy. Such models provide a means for connecting otherwise fragmented industries and small organizations without the resources to reach a broader audience with interested users.[30] Social networks are providing a different way for individuals to communicate digitally. These communities of hypertexts allow for the sharing of information and ideas, an old concept placed in a digital environment.
In 2011, HCL Technologies conducted research that showed that 50% of British employers had banned the use of social networking sites/services during office hours.[31][32]