By Ishita Goel

People have always looked for ways to connect with others. Not long ago that meant visiting each other's homes or meeting in public places. Smartphones, laptops and the internet changed this, and networking websites and apps now shape how many of us talk, learn and work.

Why social media appeals to so many people

Social media lets people create and share information and ideas in online communities. Distance is no longer a barrier, and news and opinions can reach a large audience very quickly. Social networking, meaning the use of these platforms to stay in touch with friends, family, colleagues or clients, can serve both personal and professional goals.

• Creative expression. Young artists, writers and musicians can share their work with an audience without waiting for a publisher.
• Study and careers. Students can follow employers and look for jobs and internships on professional networking sites such as LinkedIn.
• Business. Companies can raise awareness of a product, explain their brand and reach customers at lower cost than many traditional forms of advertising.

Leveraging your network

A network helps you build a reputation and hear about new opportunities. It also carries risk for a business: people can share a poor customer experience with many others online, so a prompt and polite reply matters.

The other side

Social media also has drawbacks, and it is better to name them than to ignore them.

• Fraud. Phishing messages and scams can look genuine. Be wary of requests for money, passwords or personal details.
• Overuse. Spending too much time on these sites can cut into study, work and sleep.
• Privacy. Personal information shared online can be misused. Check your privacy settings and share only what you need to.
• Influence. Platforms can shape what you see, so compare more than one source before you form an opinion.

Using it well

The writer's view is that social media is a help when used with thought and a problem when it takes over. Young people benefit from guidance on healthy use. For organisations, the most useful content is clear, relevant to its audience and honest.

Good networking also means acknowledging other people, working with the right partners, building a community and earning trust. Used with that balance, social media can support personal and professional growth without taking control of our time.

For related reading on working with others across fields and languages, see Collaboration and Translation.