The PayPal Official Insider Guide to Social Media: Make money through viral marketing

Introduction

“Social media” is not new. Human community and conversation have been hallmarks of civilization for thousands of years.

Throughout history, when differing groups (families, tribes, or other units) of people would meet, shared commerce would often be the basis of their communication. What did one group have that the other needed? What would be accepted for trade?

This is how social communication has worked over time among many cultures. Some cultures may not have liked each other, but they would often find a way to talk and trade, despite their differences. In fact, trade often became the reason for communication, as trading tribes became communities that ultimately expanded and grew into our present society.

In Western cultures today, ...