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Let’s define social networking for those not familiar with it. “Social networking” is a technology-based means of communication utilizing the power and variety of the Internet to provide an infinite variety of tools and offerings

People can leverage these sites to create a sense of presence that even traditional marketing experts can appreciate: brand awareness, lead generation, information sharing and so on. And the real keys to success are the same as in traditional marketing: frequency, relevancy and cross-marketing, to name a few.

Critics claim that social networking is merely a gimmick. In reality, while it is true that social networking alone will not likely produce substantial leads in the absence of other critical methodologies, it IS true that combined with other methods, and when used regularly, social networking can, and has, produced excellent results.

The Wall Street Journal is hoping to gain readers by renovating its Web site to include certain features from social networking sites. In it’s first major revision since 2002, WSJ.com’s new “Journal Community” will allow paid subscribers to create their own profile page with their interests, hobbies and photos.

The site will also be changed so that nonpaying visitors can navigate and identify free, ad-supported content.

Members of the Journal community will be able to comment on stories, create discussion groups and ask for business advice.

And for more commercial sites and social networking platforms, delivery of professional content, editing of user generated content and responding to the needs of the users generally involves the employment of staff for those roles. Further, the ongoing bug fixing and continuing development of functional components that improve the accessibility and accuracy of information presented is an ongoing cost - and a large one.

We don't officially sanction social networking on the job, but we don't really care as long as people are getting their jobs done -- 71 votes, 34.8% My organization bans it, blocking access to IM and sites such as Facebook -- 51 votes, 25% Social media is integral to our business model -- 32 votes, 15.7% We encourage our staff to use social nets to build their professional networks -- 31 votes, 15.2% We discourage it. It's too much of a time waster and a legal risk -- 19 votes, 9.3