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Since "Six Degrees" launch in 2001, we have seen prolific numbers of SNSs that have seemed to appear from no-where. However, despite the over 200 currently active sites (Wikipedia, 2010), it was "Facebook" which was primarily responsible for bring SNSs into the mainstream, and they continue to be the most widely used internationally. But we know already that they are not something that has just appeared, the well known saying, "its not what you know, it's who you know" demonstrates the long appreciated recognition of the potential value of one's networks.

Boyd and Ellison (2007) define Social Network Sites as ‘web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system’ (p2).
The influence of these SNSs continues to get increasingly more pervasive, making our “actual” and virtual realities almost indistinguishable (Lewis et al, 2008). With SNSs exploding on the internet, appearing prolifically through 2003, it only took a few years for them to enter the mainstream. And by 2007 the world was so enthralled that media were forced to start paying attention. Responsible for creating classic titles such as "Social networking sites now more popular than porn sites!" (The Times, 2007), Social media has enforced the tacit change in the advertising and marketing industries.

 Evidence widely recognises their place as a critical requirement for business, "social networking gaining ground as the preferred mechanism for both consumers and employees to build, strengthen and extend relationships" (Parkinson & Hardman, 2010). But their acceptance of this may have been ahead of the rest of us. Now, we have seen the creation of new industries within some business functions, (a great example is of the advertising and marketing industry) with the broader community recognising the realistic potential for benefit and/or impact through adopting and utilising such tools and services. The changes as such also demonstrate the societal shifts we continue to see result as part of this increasing “connected reality”.

Social Network Sites

Defined as ‘web-based services that allow individuals to;

(1) construct a public or semi-public profile, 

(2) connect &; display a list of other users (ie: "Friend") 

(3) view and traverse their list of connections and those made by others within the system’ 

(Boyd &; Ellison, 2007)

There is also a concern for managing the generational difference, which is not unique to this context and widely discussed in HRM broadly. The current social and economic contexts globally have been redefined and socio-cultural influences continue to be the cause of changes and development in society, business and entrepreneurship internationally, with particular relevance in a NZ
 setting. The framework developed assesses and categorises the vast amounts of existing research. Through this process, shortcomings and gaps in the current understanding have been highlighted for review. There is clearly potential for developing further insight, particularly within the NZ context, by overlapping such concepts, especially drawing emphasis on the common areas where obstacles to growth are experienced. There has been movements internationally which have both driven and resulted from this connected-ness which is an imperate force on current societies. Networks are not new.... SNSs are distinctly different and cause the rules to change, unique factors include; Yet contemporary understandings and studies of SNSs seem relatively disparate and not integrated with new. Rise in lifestyle and social entrepreneurship, sustainability and going green is predominately a nation of small businesses’ (MED, 2009, p9)

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