“Every day there’s a new topic that someone wants to talk about and be part of.” Jeff Schick, vp social computing software, IBM Corporation Ecademy, Facebook, MySpace, YouTube, LinkedIn, Xing, Ryze. For many of us, the names in this list will be increasingly familiar but they are only the tip of the iceberg. While social networking technology has been used by a number of businesses for the best part of the last decade, the rise in its popularity over the last two years has been tremendous.