Wikis, collaborative web notebooks, allow to manage by more people: complex projects, consolidated information repository tools and, at the same time, coordination models independent from time and space. Blogs, containers where vertical and horizontal dialogues are brought out in the web context, are useful to manage and rationalize ideas and opinions in a continuous discussion that relates people. Mail, instant messenger, Skype, Twitter contribute to build up a continuous flow of impulses and reactions that consolidate relationships between clients, partner and suppliers, to remind us always that markets are built on conversations and that, in an always more virtual world, real people are the real value.

Compared to more consolidated technologies, social networking tools have a series of advantages:
•    Intuitiveness and easy use
•    Use of open source software
•    Web based
•    High scalabilty
•    Easy customization
•    Easy upgrading
•    Cheap