There is growing interest among academic commentators to study social networking tools. The impact of social networking software on society is being studied by social science researchers. They have included in their studies issues about identity, privacy, educational learning, social capital, and teenage involvement.

Sites like Bebo, Friendster, MySpace, and Facebook attract a lot of users around the world and many of them have made these sites part of their everyday lives. In 2008, Forrester Research, Inc. published the Groundswell book. The book, which is about social computing, was based on the Forrester Report in 2006. It invented the term ‘Groundswell’, which means the voluntary movement of people to utilise online tools in order to make connection, share their experiences, and obtain all they need.

Scholars are also examining this social networking tool to have a clear understanding about its implications on the general population. They are analysing the theoretical traditions, analytic approaches, and various methodological techniques used in social networking.

Researchers discovered that these social networks connect individuals at low cost, which benefits entrepreneurs and other small businesses that are yearning to expand their contact base. Networks function as a customer relationship management tool for companies to advertise and sell their products and services. Social networking also allows anyone to reconnect with long lost friends. It also gives opportunities for job seekers to link with the company they wish to work for.