Recently, MySpace announced its plans to redesign its social networking site. Based on a series of online surveys, the company determined it needed to change its adolescent image to reach a more diverse audience.

This announcement is the latest example on how social media has changed the game in the business world. Sites such as MySpace, Facebook and Twitter are realizing its customers are no longer just teenagers searching to see what friends are up to on the weekends but rather men and women sitting behind corporate computers, hoping to build relationships with colleagues in their field.

Public relations practitioners have sinced jumped on the new media bandwagon and embraced the tool as a way to converse with co-workers, clients and even reporters in a laid-back setting. It’s a place where we can locate upcoming events, hear the latest news, and network through current friends. New Media has taken building relationships to new heights and made it clear that the days of issuing a simple email or making quick phone call have evolved.

Vantage Communications has signed a client whose technology revolves around social networking, Loomia. Offering a SeenThis? social convergence application, Loomia enables consumers to view items that are popular within there personal circles as well as products related to their individual interests. Both clients are strong representations of the direction of the industry.

In essence, public relations no longer consists of just issuing a press release but spans to the depths of new media sites and perhaps even knowing what your favorite reporter or colleague is having for lunch. And as we all continue to log-on and send messages, it seems more and more social media sites are going to have to rethink how it caters to its customers and revaluate its target audience to focus on the business world.