Social by Design: Social networking comes of age

The year 2011 marked the time when new media and social networking really came of age, when social networking tools moved into mainstream life.

Social by Design: Social networking comes of age

Laurie Young

2011 is the year that new media and social networking really came of age. The world watched as ordinary people found their voice and courage to face down guns in Tunisia, Egypt, Syria and Libya. Similarly, it was appalled by the behaviour of London rioters but moved by the crowd-prompted clean-up campaigns that soon followed in places like Croydon and Ealing. Two powerful forces, youth and technology, made these possible; and they are forcing social media into mainstream marketing.

These iconic moments are symptomatic of the fact that social networking...

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