We like to think of social media as a tool to "bring people together" to accomplish mutually beneficial goals. But it's also clear that social media is a tool with which we gain advantage over other people. This can be especially valuable when finding a job.
More social media connections means more favoritism in determining who gets a job and who doesn't.
The social media measurement industry is eager to develop new ways to assess social media's effectiveness. We don't often think of doing so by measuring the advantage that accrues to people who use it. But one good example, besides employment, is in political campaigns. Where else does the use of social media provide a measurable advantage? --Bill Paarlberg, editor
Favoritism is almost universal in today’s job market. In interviews with hundreds of people on this topic, I found that all but a handful used the help of family and friends to find 70 percent of the jobs they held over their lifetimes; they all used personal networks and insider information if it was available to them.