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 The Face (book) ThatWill Save Us
By: Mason Giem
Facebook.com is the world’s largest social networking site withover 120 million active users (
By Joy Jernigan,
msnbc.comcontributor, updated 5:39 p.m. MT, Tues., Nov. 18, 2008). According to Jergen Habermas’ classic formulation, the public sphere consists of sites citizens discuss matters of public importance- free of state orcommercial influence. The accessibility and freedom in a public spherehas always been a questionable effect on past public sphere’s andtheir ability to create social capital. However, there have beendocumented increases in the amount of social capital in the institutionsthat use Facebook (The Benefits of Facebook ‘‘Friends:’’ Social Capitaland College Students’ Use of, Online Social Network Sites, Nicole B.Ellison, Charles Steinfield, Cliff Lampe, Department of  Telecommunication, Information Studies, and Median Michigan StateUniversity, 2007). I argue that the online community of Facebookincreases social capital of all involved, offers sociologists a wellorganized understanding of trends and demographics and is the
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community organizing tool of the future. Three months ago I joined the Facebook community and Icontinue to be impressed by it. 94% of the undergraduate students ina Michigan State University survey were Facebook members (Ellison,Michigan State University, 2007). Now Facebook has become availableto the general public and the membership list and organizing tools willonly continue to grow. The tools for building social capital that areavailable on Facebook, far exceed any tools used in the past. Thesetools include groups, events, and even causes. The groups allow people to easily join others with commoninterests and to share ideas on the group’s webpage. They can do thiswithout having to show up at a meeting at a specific time, thus makingaccessibility much easier. This aspect in particular has allowed peopleto come together for some of the most outrageous reasons e.g. “Ben isStill Spanish to me” to serious e.g. “stop global warming”. This is akind of bridging social capital that has not been seen to this extent inhistory before but is only one opportunity that Facebook offers itsmembers for connection.Events can be hosted on Facebook and are easier to publicizethan ever before. There is little effort required to send out eventinvitations and reminders. I think that Facebook users are probablymore likely to check their Facebook page before they check their emailpage. The events page can even contain links to pictures and videos
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promoting the event, as well as create guest lists by which estimatesof the number of people going to attend can be made. Almost allaspects of media are incorporated into one easily accessible websitethat can even be linked up to your igoogle homepage. These are onlytwo organizing tools offered by Facebook.One of the neatest tools that I found on Facebook is the ability tocreate a cause. A cause is like a Facebook group, except that peoplewithin that cause can donate money to a 501-c-3 non-profit of theirchoice through an internet purchasing system called Paypall. I havepersonally started a cause on the website for my group MontPIRG.Fundraising goals and awards can be set up that help motivatepossible donors. The fundraising can even include matching donors,and corporate sponsorships. These places in the digital world are goingto become more instrumental in creating social capital all over theworld.In my “field study” that I conducted I came across a programthat completely blew my mind. This is a program that tracks publicinformation from people’s walls, and turns it into a Sociologists dream. The program, Lexicon, adds up the number of certain key words thatare said on peoples walls, without knowing exactly who said them,adds them up and now has very good information on the demographictrends of its users. These trends can be analyzed through their locationon a map, sentience, and Associations.
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michaelynch

There is no doubt that Facebook holds a lot of power for both individuals and companies. Great sources.

reply12 / 01 / 2009
Dawsonpower

Very enlightning. Thank you

reply10 / 13 / 2009
duponthumanite

Good to see 'the common good'/sociological side of Facebook. I hope that it doesn't stop sociologists from doing their important work. It was particularly interesting to read about politics and which states talked about Obama and McCain.

reply10 / 11 / 2009
Jed Diamond, Ph.D.

What a great article. I got on Facebook a few months ago because my kids and grandkids (I have 5 grown children and 11 grandchildren) thought "I should." I was reluctant, because at this stage of my life I don't need more "friends." But they said it would help spread my work which is dedicated to changing the world for the better. This article offers real understanding how to use Facebook to bring about social change.

reply10 / 11 / 2009
J.R. Poulter aka J.R.McRae

Thanks for posting this Jed. I was told to join FaceBook by friends and family too...don't really know how to use it so this will help! :) Have also joined LInkedIn at the nudging of my agent in US. Have to say I'm glad I did! Have a great day! JR

10 / 13 / 2009
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