It’s no surprise that recent trends of social networks, YouTube celebrities and text messaging have created a social culture of always connected, self-broadcasting, social media networkaholics. And I mean that in a good way – I include myself as part of this culture.

Years ago networking implied in-person introductions, handshakes and piles of business cards. Although that is still the case in many instances, on an everyday level, networking today has extended beyond in-person or formal meetings. The lines between social and business networking are blurred by increasing demand for up-to-date and transparent communication, and the best means to meet this demand is through the always-on technology of social and mobile networks.

It is no longer acceptable to remain passive to the online scene, or only to socialize face-to-face. Friendster, MySpace and Facebook started the trend years ago, when online networking was at its infancy. But now social networks have multiplied to suit any and every nuance of taste, extended onto our mobile phones, overflowed our inboxes and even crept into the business world as a legitimate tool for making contacts.

Now, social networking is as hip for professionals as it is for college students or teenagers.

John Murrell of Good Morning Silicon Valley said it best when he stated, “it’s sort of funny that a system built by notoriously socially awkward geeks has turned into a mammoth, never-ending cocktail party.” John goes on to call the result of all this socializing a “world of constant acquaintanceship,” but that is where we, as public relations professionals, should disagree. At Vantage we have been embracing the new social and mobile networking with gusto, using it as a starting point to forge those good, old-fashioned “real” relationships with media, clients and other professionals in the industry. Feel free to join us on Facebook at the Vantage Group!

Written by Staci Grubaugh