The first time I was "poked" on Facebook, I wasn't sure if I should be offended or flattered. That was, of course, before I had been super poked. If you're one of the more than 100 million users of Facebook you realize that I'm just poking fun at the popular social networking site's method for getting people to interact with each other online. It's sort of like a conversational icebreaker for people who haven't become fluent yet in the customs and languages of Facebook and its particular brand of social networking.
Facebook is now just one leading example of an ever growing phenomenon of online relationship creation that is forever changing the way we communicate, network, and conduct our personal and professional lives. I personally have profiles on more than a few dozen social networking sites but the average user of social media is very likely to be content with much fewer and to still be considered a very active user of social media and social commerce.
In our natural desire to connect with other humans, we are busily creating links to and through our friends, our family and coworkers, which then exponentially expand our own reach and create a new world of opportunities in the process. The six degrees of separation between all humans has been reduced to three according to a recent study by O2, a French company. We are all closer to actually knowing Kevin Bacon in person than ever before.
Digital natives, people who grew up using interactive internet tools, already combine the online social networking sites and social media with their everyday activities including their professional lives. Those of us who are digital immigrants are also incorporating interactive tools into our daily activities at varying rates and with varying degrees of comfort. It is apparent, however, that this groundswell of activity on the internet, as it is identified in the book by same name, is an irreversible reality.
Naturally, this blending of personal and professional relationship building and networking is connecting us in ways we will struggle to understand. Many businesses are anxious to dive in and be active participants in social media and social commerce but need to find quantifiable and meaningful ways to measure the impact on their business models. The FG Squared team is working on ways to show the real benefits and value of social networks in and around the enterprise.
One approach a business could take in dealing with social networking is to consider it a distraction or problem and attempt to make it difficult for its employees to maintain contacts with their friends and followers during the work day. By banning Facebook, MySpace, Twitter and other popular sites from business owned computers, some businesses have attempted to curb perceived losses in productivity. It should be obvious by now that employees can still use their iPhones and Blackberrys to stay connected to their networks, maybe even secretly doing so. Even if that's not obvious I contend it's still a bad idea. Businesses should instead consider the value of the social capital created by their employees through their online social networks. Remember, Kevin Bacon is only a few degrees of separation away from being a potential client.
Humans are relational beings. We naturally desire to connect with each other. We seek communities that share our values, beliefs and interests. The online networking that occurs through Facebook and other social networking sites can provide opportunites for communications and, yes, commerce that shouldn't be ignored or avoided out of fear of the unknown.
Steve Golab of FG Squared will be presenting some thoughts next week to the Houston Interactive Marketing Association on exactly how we can measure the social capital in the enterprise created by the groundswell of connections on the internet. I hope to extend that conversation to the Squared Root so that that we can generate an ongoing discussion around the topic.
You can find more information on the HiMA conference scheduled for September 18th at http://www.houstonima.org/
Mike Chapman
in response to: 
Good points all. Two I'd take further are the "digital natives" -- the upcoming generation that refers to anyone reading this right now, and workplace productivity.
Digital natives refer to the rest of us as "DSL.” In this case, DSL refers to "Digital as Second Language." Beyond even the Millennials is a generation (kids in Pre-K and K-5 now) for whom "digital" is a first language. It's more than hyperbole, too: Many of these kids were using interactive interfaces beginning at 12-18 months. Most kids don't really master vocal articulation beyond a half dozen short words until about 24 months. For this emerging generation, the use of a digital interface preceded speech. My guess is that they'll be very comfortable "going on the computer" for UGC and similar information about your brand, product, or service.
Regarding the workplace ban of "non-productive" communications tools, this is an issue that grows right out of the ideas behind DSL. It’s a work-style thing, and not everyone gets it. To be sure, if you’re air traffic controller, having Twitter open in the tower is probably a bad idea. Same goes for the counter staff at Wendy's: it would be really annoying to wait for an employee engaged in a mobile phone conversation before your order was taken. At the same time, and again for an emerging class of professionals that is often different as regards its behavioral norms than the management class sitting above it, the limitations placed on communication actually limit innovation and productivity. It's hard for digital immigrants (like me, I'm 50+) to get this, but every time I free up the reins (as a manager) I am pleasantly surprised by how much more I get in return.
Social capital is real: it can be created, measured, and put to work like any other asset. As Mike notes, start now in building your plan to maximize it.