Ever wondered how Social Media digs out your old friends

“People you may know.”

You see this message on Facebook or Linkedin every time you log in. Do you then wonder how Facebook knows who your friends are or how Linkedin locates people whose interests match your interests?

If yes, then find out the answer.

# Profile is the key
All Social Media sites insist that you provide personal details at the time of registration. These details include information such as names of schools and colleges where you studied, companies where you worked, localities where you lived, interests or hobbies that you pursue, etc.

The details are stored carefully into huge database bins set up by Social Media sites. Each bit of information provided by you is then mined, and matched with profiles entered by other members.

For instance, if you mentioned that you did your Master’s in Economics from Lucknow University in 1978, the search engine algorithm will peep into the profiles of other members to find out who else was a student of Lucknow University in 1978.

The names of all members whose profile says they were students of Lucknow University in 1978 will then be shown to you. The search engine algorithm will similarly match company names and the years when you worked with profile details of other members.

Now, it is for you to connect with your friends by clicking on the Connect button. It is as simple as that.

# Why e-mail access is important
Social Media sites also seek access to your e-mail address book. The objective is simple. It is to find out which friends of yours are members of the site. The names of all such members are shown to you so that you build a network instantly.

The other e-mail contacts are sent a mail asking them to connect with you by becoming a member of the site. This not only increases your network but also increases the reach of the Social Media site.
Leading Social Media sites such as Twitter, Facebook or LinkedIn provide one more facility. They allow you to integrate your accounts with them. This connects you with those friends who have accounts with these sites. Your following grows, and more friends can discover you.

Your connections or fan base which may have been a few names to start with soon starts snowballing. The chain starts growing beyond immediate friends to friends of friends and so on.

It is this ability to connect individuals that makes Social Media so unique.