Social networking has the ability to affect both individuals and corporations—both positively and negatively. That's why it's important to weigh out both the advantages and disadvantages of using these social media sites.


As mentioned above, social networking allows individuals to keep in contact with family and friends they would otherwise not be able to connect with because of distance or because they simply lost touch. People can also connect with other individuals who share the same interests and develop new relationship

It also allows companies to connect with new and existing clients. They can also use social media to create, promote, and increase brand awareness. They also rely on reviews and comments made by their clientele. The more customers post about a company, the more valuable the brand authority becomes. This leads to more sales and a higher ranking in search engines. Social networking can, therefore, help establish a brand as legitimate, credible, and trustworthy.

A company may use social networking to demonstrate its customer service level and enrich its relationships with consumers. For example, if a customer complains about a product or service on Twitter, the company may address the issue immediately, apologize, and take action to make it right.


Social networking can have a big impact on the spread of misinformation and it can spread like wildfire. This became increasingly prevalent after 2012. Information starts as rumors, which spread faster than facts. One study found that misinformation is 70% more likely to be shared than factual information on Twitter.

Networking on social media can have just as much of a detrimental impact on companies. Criticism of a brand can spread very quickly on social media.

  • Allows people to connect with others, including friends and family
  • Companies can reach new and existing clients as well as build and improve their brand name
  • Corporations can demonstrate their customer service
  • Cons
  • Helps spread misinformation
  • Complaints about companies can spread and create public relations issues
  • Costs to advertise and develop corporate profiles can be high.