Social Exchange Theory and the Internet
by Lana Moore
Social exchange theory proposes that all human relationships are formed by users through subjective cost-benefit analyses and comparison of alternatives. This theory crosses disciplines such as sociology, psychology, and mathematics.
Enter the Internet.
Whether we recognize it or not, a series of exchanges happens each time we interact on the web. With the rise or resurgence of social networks; collaboration tools; and real estate, matching-making, and job sites, interaction design plays a huge role in stickiness and user adoption.
The Internet evolves as social exchange theory is supported by technology.
Web 2.0 and rich Internet applications provide means for users to engage in social exchanges through dynamic web-based interfaces. Persistent connections, end-to-end communications, and distributed computing methods, combined with faster and better hardware, improve social exchanges on the Internet.
While the exchange between two parties, in human relationships, means interaction between two people, social exchange theory also accounts for the delivery of value to end users via web applications. Similarly, in human relationships, when a web application’s cost and risk is higher than its value, the user will abandon that relationship. Today’s rich Internet experience can either facilitate end-to-end communication, OR it can take the place of one of the parties, both of whom reinforce social exchange theory. By looking at some of the newer web applications employing new technologies, we can see how social exchange theory has evolved the Internet.
Take a look at Facebook, a social networking tool. It’s amazing how many exchanges I have with my “friends.” I can tell what Chris had for lunch, what Erin is listening to at that moment, what movie John went to see, and what he thought of it. I can even invite a bunch of my friends to add an application that I have and share information with them like PersonalDNA (which was eerily accurate). Every action I take on Facebook can be shared, creating social exchanges.
Itzbig takes a different approach to finding jobs. Other job boards are online versions of newspaper classified ads. In the past 10 years, little has been done to improve social exchanges between professionals and employers. Instead, boards have moved toward becoming résumé repositories- -monetizing on information that should be confidential and shared only after several exchanges have been made.
The purpose of the itzbig network is to facilitate exchanges between professionals and employers. After selecting positions and locations, professionals aren’t required to provide information, especially personal information. However, as professionals provide more skills and experiences, value is provided, with each selection, in the form of higher-quality jobs. Social exchange happens gradually, with professionals granted the abilities to assess benefits before they share additional information about themselves.