First you need to read this article.

For all the noise that surrounds the term “social media” most of us still don’t understand what all the “new media” means to us. I was on a panel a few weeks ago discussing the changes in attitudes and use cases for social media in government and through it all there is still this lack of understanding of the fundamental change that has occurred. I say again, it is not about the network, it is about people networking.

The article by Natalia Yefimova-Trilling points out we need to understand people networking. It is all about who you know. The power in social media is the fact that you may not know who you know until you need to know them. And they may not be who you think they are, but you won’t know until you know. It is the ability to connect to people you don’t know through the people you do. The power is in the networking.

Who do you know?