Benefits of Social Media from a Networking Perspective

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Benefits of Social Media from a Networking Perspective
Anneke Zwart, Student (University), Netherlands, Moderator
A theoretical foundation that can explain the nature and impact of social media is the idea of “networking capability”. Networking capability is a key benefit of social media and helps to explain their importance. The article “Social Media and International Advertising: Theoretical Challenges and Future Directions” mentions 3 ways social networks are being leveraged from a networking capability perspective:

1. Easily Generate Networks: Social networking is an efficient way to generate networks easily and in a cheap way. Due to this easiness and cheapness, weak relational ties – defined as network with a low level of personal interaction among network members – will probably increase. This is important, because these weak ties are useful in bridging parts of different networks and are therefore often seen as a possibility to obtain and increase strategic advantages.
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