Resource Library

Summary

As the downturn continues, millions of corporate managers—gripped by the job jitters—are rushing to join online social networks in a scramble to build their social capital. The popularity of sites such as LinkedIn is soaring: less than a year ago the site had little brand profile and was seen mostly as a venue for corporate suits trolling for professional contacts while plotting their next career move. Facebook, by contrast, has largely attracted individuals seeking a compelling site for fun social networking.

This surging popularity of online social networking is transforming the nature of business networking, with profound implications for the way business people manage their careers. But it also augurs profound change for social networking itself.

© 2009 The McKinsey Quarterly 
All Rights Reserved

The McKinsey Quarterly

Member Comments (0):

To rate or comment on articles, you must be a logged in AMA member. Click here to join