The buzz of social networks has permeated our world, but this is not a new concept. Sociologist J.A. Barnes coined the term “social networks” back in 1954 to describe the personal connections that span professional, family, ethnic, or socioeconomic groupings. Though they’ve garnered massive attention in recent years, these networks have always been the way we seek advice – from choosing a dry cleaner to joining a gym, from buying a house to changing careers.

Networking sites have been dubbed a marketing panacea; however, University of Toronto sociologist Barry Wellman cites an interesting flaw: They “assume that everyone in your life is on one happy network.” In these egalitarian environments, professional colleagues are provided the same information and given the same weight as distant college friends, members of the PTA, or teammates from the local softball team. The reality is that each of these relationships impacts your life and decisions in significantly different ways.