There are few words more prolific in and central to the vocabulary of the early 21^st century world than network. There are lots of definitions but they all derive from the basic meaning of an interconnected system of objects.

These objects can be electronic devices as in the case of a computer network; broadcast stations in the sense of television networks; colleagues of associates in a network organisation; or friends in your personal network. Even the Internet is a shortening of internetworking used in the early days of its development to describe the development of protocols to allow different computer networks to talk to each other.

Interconnectedness is the essential element of a network. A network is multi-dimensional with objects linked in all directions and is much stronger than a line system or a hierarchical system because if one linkage fails the network is still held together strongly.

Networking, the verb, is actively seeking out and promoting yourself to people that can help you with your career or social ambitions. A strong social and professional network is now an essential part of modern life.

Using online social networking to promote and advertise business is the cutting edge of online marketing. Online databases, such as MySpace, Facebook or LinkedIn, enable individuals or businesses to develop personal and professional networks online and to use these networks to attract business.

Madrigal Communications suggests that you strongly use networking as part of your marketing mix.