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Networking has a number of benefits which can no longer be overlooked in the modern world. A number of gains have in the recent past been accrued from social networking activities thus leading to benefits that vary depending on business, social and even spiritual matters. Different networking models have various benefits which facilitate people in their daily lives. Technological changes play the most important role in ensuring that online social networking thrives. The cost of networking and internet services and other technologies has continued to be a considerable hindrance to the manner in which online social networking is carried out. This explains why the concept of online social networking has not fully been integrated into peoples lives in the developing countries. Despite the benefits, such as easy communication, the exchange of ideas, making business deals in the market and the simplicity of solving problems over the internet, a number of problems are associated with online social networking. The core concepts of social networking and its benefits to the society, in which we exist, are explained in this paper. Ideas, products and services have in the recent past continued to be propagated thus making social networking to become a much more important means of achieving a number of dynamic goals in peoples lives.

The process of grouping people into specific units is commonly referred to as social networking. Social networking entails the organization of individuals into groups that mainly come together with an intention to achieve given specific objectives (Carrington, Scott Wasserman 2005). The social networks usage has in the recent past been altered and the sphere of their application considerably diversified.

Websites are the common tools used in online networking which does not involve the physical meeting of individual persons in their network groupings (Jackson 2003 43-73). Sharing of common hobbies, interests, business interests, and academic aspirations, political or religious views in a social grouping is a very common phenomenon (Garvin 1987 100-117). The online socialization may include an access to other social network members web pages, the exchange of contacts and thus could result in the integration of other means of communication. Some of the common online social networks include Friendster, Tagged, MySpace, Facebook and Twitter. According to the already carried out researches, most of the online social networks are regarded as the means for the social interaction that offers an attractive opportunity to promote the propagation of products, ideas, and services (Flynn 1990 1049-1103). By drawing on the relevant network models and theories, and integrating the recent empirical studies, critically assess the extent to which the structure and dynamics of social networking sites can facilitate or hinder processes of the information diffusion (Aleman, Martinez  Katherine 2009). Good network structures cut across multiple network structures and levels.

Literature Reviews and the Theoretical Implications
The online social networking concepts mainly relate to the sites and other related technologies that are created to assist in the online communication and networking. The sites are considered to be the communities that are created in order to support very common themes among its users. Even though there are a number of benefits related to social networks, Jackson (2003 43-73) argues that the creation of various social networking sites such as Facebook, MySpace, and LinkedIn gives the users opportunities that facilitate meeting new people and social networking friends in their network communities across the world.

From the various literature materials already written by different scholars, it is evident that whenever it comes to the issue of social networking, the use of websites is a very common approach. The reason for this is that the website easily facilitates the communication and interaction between individuals in different locations all over the world. Among other online networking platforms that are used in networking among people, it is very obvious that websites are the most commonly used tools.

Networking through mobile phones does not necessarily offer the best platform through networking could be done (Scott Wasserman 2005). This therefore limits the extent to which people networking based on a number of standards that are set within the networks. Most of the existing social networking websites normally operate line online communities of the internet users (Aleman, Martinez  Katherine 2009). The extent of interaction also changes depending on the actual websites being used to network over the internet. Regardless of the networking website being used, it is very common that most online networking websites mainly relates to topics such as religions, business, sports, individual hobbies, political, culture and traditions, and business, among others.

Networks and networking models
Networks are formed based on various platforms. Networks have different properties which taken together form the major components in their formation. For sociograms, there is no standard way through which they could indeed be formed (Garvin 1987 100-117). A number of steps called algorithms are always utilized in the formation of physical networks. In the physical networks, layouts such as the spring-embedded and the tree-based networks are used in the demonstration and planning of how people could relate in a given network structure (Johnson, Marakas 1999). Different types of hierarchies are also used in the definition of the relationship between people in the networks.

A complicated networking relationship leads to more time, money and other resources being invested in the communication process. This hinders the process of communication in the network structure (Carrington, Scott Wasserman 2005 Flynn 1990 Steve 2006). The animation of networks makes it simple to introduce necessary changes, so that they become easy to understand. Social networks normally consist of two classes of data that are linked. The network nodes mainly represent people in the network while edges of the network represent the information in the network structure and may also include the actual time when the network information is active in the network (Jackson 2003 43-73 Wellman  Berkowitz 1988).

Networking models could also basically refer to the database model that is commonly conceived as a very flexible method of representing people and the relationships that exist among them in the network. Most networking models are never restricted to a certain structure. However, in situations where specific social networking goals have to be attained, then a given network model may have to be enforced in order to ensure ultimate attainment of the intended goals.

Charles Bachman was the original inventor of the concept of network models. His idea of networking models did not take the concept of online social networking into consideration. Schema models refer to the various access levels that may have to be maintained within a network model. The relational model on the other hand offers a much higher level of interaction with a much declarative and easy to understand interface that best facilitates communication in the model.

In a social networking of any sort, the communication is facilitated through interaction and sharing of information stores in the central location. Databases, network servers and data warehouses are fully utilised in order to ensure that better communication of information is ensure either directly or through the utilization of other available technologies. In order to enhance authenticity and confidentiality, data encryption and decryption standards are utilised. Digital signature are utilised as the encryption and decryption keys for the information being exchanges between two parties. This enhances trust among the parties in the network (Scott Wasserman 2005).

Networking models sometimes only facilitate the communication in certain networking layers. The layers are organised according to the rules that help in the facilitation of communication between individuals at varied levels in the network. For instance, the company social networking may have protocols that only enhance the communication between individuals at the high level. The low level employees may be barred from networking with the high level managers of the organization. This is easily achieved through the intentional set up of standards and hierarchies that ensures sharing of information.

Diagram 1 A network model

The above diagram is an example of a networking model in which interaction is based on different layers. The control mechanisms are therefore utilised in order to ensure that communication in the network is easily monitored and control in order to enhance security in the network (Garvin 1987 100-117). These concepts therefore explain the fact that network models and layers are consistently used interchangeably despite the fact that they have different meanings. While the term network modes means a set network layers and the manner in which the networks interact, the network layers basically refers to the different levels in a given network model. There are diverse network models that do exist in the social networks.

Networking Theories, Topologies and Connections
A number of measurement levels could be used in the identification and categorization of the different basic measures and graph theory. The main goal of the random network theory is to determine the probability at which a particular property is likely to arise. Network topologies refer to the different network structures and levels of connectivity that ensures that proper interaction between all the parties involves (nodes and edges). Connectivity between the nodes could be used in the actual relationship that exists among people who does the online networking (Johnson, Marakas 1999). A good connection structure should target to ensure that the distance between the network nodes is short, reachable, short connection extends and few communication paths to minimise on the communication costs and complexity. The shortest possible path should be followed in the communication cycle. The connection in the networking nodes could also take place through multiple paths and connectivity channels.

The connectivity and centrality of a network determines how the network topology could be best applied in the real life scenario. The measure of the centrality of information measures the location of the vital information that is needed for use by the network participant. This could best be understood through carrying out a comparison between nodes at the centre of the network with those at the far ends. In a network structure of any kind, the point of interaction between the nodes and the movement of information between the nodes is very vital. Carrington, Scott, Wasserman (2005) believes that the closeness of the network nodes greatly ease the communication procedure in the network (Flynn 1990 1049-1103). All the network nodes are very crucial in the communication structure since it is through them that the information moves from one destination to the other.

Recent Empirical Studies on Networks
According to the recent research carried out on the use, influence and trends of the online networks such as Friendster, Facebook and MySpace, social networks have continued to be used for other purposes that had initially not been imagined. Marketing, sales and advertisement over the social networks has become the norm in the social networking world (Hill 1996). The groups that target specific individuals in the market are formed and people welcomed in the groups. Information exchanged on the networks is targeted at luring more people into purchase of goods and the subscription of certain services which are normally offered at a reduced cost. At times advertisement and business related communication comes inform of pop-up menus, blog links, Google AdWords, AdSense and fan pages which members are expected to become fans or to freely subscribe to.

The empirical studies on networks reveal that networks social networks have continued to develop. The use of wireless technologies have ensure a drastic increase in the rate of development of the social networks due to increased flexibility, efficiency, effectiveness and reduced costs. Online social   networks may be limited to a specific jurisdiction (Johnson, Marakas 1999). This could be related to the computer network systems that include personalised social area networks, local area network, social networks restricted to a town or city or those accessed all over the globe.

Application of Networks
A number of recent benefits in our society could be attributed to the developments in the online networking structures. Information sharing and dissemination is one of the greatest benefits of online social networking. People who interact over the internet exchange information at different levels this ensures that the crucial information needed can be easily accessed. Even though online social networks are mainly intended to exchange non formal information and to be spent for leisure activities, a number of people use them in sharing of information, news, ideas and skills that would otherwise cost a lot of money to acquire. Social grouping that are formed online have specific goals which the members always intend to attain (Aleman, Martinez  Katherine 2009). Just like the computer networks which imply the interconnection of computers, social networks enhance the mutual exchange of ideas, views and skills to the people in a given network.

The education process is also facilitated through the utilization of online social networking systems. Through the facilitation of communication, information is shared, exchanged and other educational materials shared among people. According to Berkowitz (1982), electronic mails, chat rooms, instant messaging, telephony, video conferencing and telephony are all utilised to ensure that maximum benefits are realised from social networking systems. Networking also ensures that the costly scarce hardware and software resources are shared within the established network. The reason for this is that each machine on a network can access other resources within the same network. Data, files and information can therefore exchanged among the authorised users in the network.

Network Models
Various networking models exist in the social networking platforms. The fully connected network model has nodes connected directly to each other. This makes communication over a long distance much easier and less costly. In the fully connected network models, the nodes are placed at uniformed distanced from one another thus maintaining uniformity in the connection pattern with a clustering coefficient that is equal to one (C 1).

The regular lattice model normally has a poor representation of the real world networking systems and doesnt show the small world effect in a network. It also lacks the skewed degree of network distribution. According to Johnson and Marakas (1999), it is in very rare instances that this networking model become is a high clustering coefficient in regular lattice networks found.

Though it is one of the most traditional types of networks the random network has proved to be very reliable in a number of communication structures. It normally consists of n nodes which are always joined edges which are placed between pair of nodes. The nodes are always chosen uniformly and at random. Random networks normally have small distances between nodes thus increasing the probability of the easy connectivity.

Diagram 2 A random networking structure

Networks such as the real work networks, random networks, social networks, closed social networks and the open network structures all facilitate communication on diverse levels based on a number of factors (Lilien, Rangaswamy 1998). The factors are mainly controlled by the people in the network who mainly determine the mode of communication that ought to be implemented in a communication structure. Social networks structures are mainly defined by the purpose for which they are formed and the intended intention that ought to be achieved by the parties involved.

Social Network Mechanisms
Social networking mechanisms mainly relate to the views of the actual social relationship. The networking mechanisms mainly view the networking theory as a network consisting of ties and nodes which then facilitate communication in the network structure. In the network, nodes are considered to be the actual persons while the ties are the relationships that exist among the actors in the social network. There can always be very diverse types of ties among the nodes in the network social networks this operate in many levels (Lilien, Rangaswamy 1998). This ranges from the family levels to the global levels where online networking is mainly done using computer systems. Problems solving and the degree to which goals are attained in a network is done determined by the kind of network structure to be established. The mechanism of social networking thus is close linked to the map of all the existing relevant nodes in the communication structure.

The Details of the Historical Developments, Structure and Dynamic of Social Networks
There are a number of precursors of social networks. Prior to online social networks, people used to interact in various social networks at different levels in the society. The interaction, although rarely documented, had great significance since it ensured continuity in the growth of technologies that currently do exists. Ideas, views and concepts were exchanged with the intention of ensuring that people shared in whatever they had. In the 1800s, Ferdinand Tonnies and Durkheim Emile, the precursors of social networks, argued that social networks could connect individual persons who either shared similar or divergent views. Systematic social interactions in groups were recorded in order to enhance the existence of future records of the social network happenings (Wellman  Berkowitz 1988). Social networks have also been utilized in epidemiology in the efforts to understand the characteristics of human interactions. However, the evolution of computer technologies has resulted into the development of network analytical softwares that enhances development of online networks.

Challenges Arising from Social Networks
Most models have a number of challenges and complications which need to be addressed in order to ensure that communication in the network is properly enhanced (Garvin 1987 100-117). The existence of different network topologies ensures that communication is enhanced in the network structure. The scale free network model, for instance, has a degree of nodes which is also a function of their intrinsic worth. There is also the limitation of having to ensure that different mechanisms employed are responsible for the out-degree only (Moody  Douglas 2003 103-127). Indeed the scale -free networks are very robust against various accidental attacks yet very vulnerable to coordinated attack.  However, proper understanding of such characteristics could easily lead to new applications in very many arenas of life in the communication structures.

In such situations where very strict and stringent rules and non dynamic communication models of communication is maintained in a network structure, communication is always hindered. Online social networks thus only work best in cases where the parties involved treat it as they would treat the normal communication methods (Johnson  Marakas 1999). Mutual respect, rules, discipline and sincerity need to be enhanced in order to ensure that maximum benefits are accrued from the online social networks. It is however advisable that a number of security issues are fully observed in order to enforce confidentiality among the parties involved.

Technology is a very powerful and dynamic tool. Changes in technology demand need for change in the online social networks (Samuel 1989). Communication protocols vary with the network machines and tools used in the implementation of the communication channels and the size of the network. Complexities in the manner in which communication should be done may influence the implementation patterns of the network structures in the network structures being used.   Constant changes in technology force the social network to be changed in order for it to suit the relationship that is enforced in the network (Berkowitz 1982).

The cost of the online social networks is at times not affordable for the people in the network. Communication in the network is thus hindered some of the network members cannot afford to pay for the online communication models that are commonly used (Lilien  Rangaswamy 1998 65-85). Online social network costs do not basically imply the basic cost of browsing on the mobile phones, laptops or in cyber cafes. At times other complicated gadgets are needed in order to ensure that online networking is made to be more efficient and effective. For instance, teleconferencing and videoconferencing require the combination of sound and video enable technologies (Berkowitz 1982). Communication therefore demand the used of technically advanced and high speed computer technologies in order to both enhance efficient communication and maintain confidentiality.

The ignorance of the existing rules by the participant in the online networking platforms has always been the greatest undoing of the application of online social networking. A great majority of the social networkers are ignorant of the fact that whatever information they exchange on the social websites and through other technologies could be too sensitive and if not properly guarded could land in the wrong hands.

According to Wellman, Berkowitz (1988), the password authentication, encryption and decryption are a well understood practice in the networking sector. the process of creating and using encryption keys would also lead to discouragement of the participants of online social networking that becoming a very big barrier to the intended goals of the development of the online social networks.

The online social networks such as Bebo, Facebook, Tagged, MySpace and Twitter face the great challenge of being very difficult to monetize. People rarely use the social network for the strict purpose of looking for information or for research purpose. Most individuals on social networks also target to have very short time relationships that may only last a given span of time in which the involved persons find themselves in a given situation. This could be the major reason why business advertisements on the social networks are ignored by a great percentage of the people who actually bothers to pay attention to them (Garvin 1987 100-117). This is also related to the challenge of having so many players in the social networking work to the extent that the actual goal of the network is at times ignored. The many players in the social players are normally pushed out of their networks ones marketers begin to move in. The interruption that is normally caused by some of the marketers in the network forces some social networkers to form another network in which they could continue enjoying the networking benefits (Carrington, Scott  Wasserman 2005). This is also related to the idea of having untrustworthy member data. Stokers and unwanted members in the network normally ruin the continuity and thriving of the online social networking structure.

The continuity of the growth of social networks leads to the need for scaling. The continued increase in the member population result in the jamming of the databases that the access levels to certain shared information in the network may be very slow and unreliable. Sites such as Twitter and Facebook have a great problem of latency and downtime and the sites only increase in intricacy as more users join the group (Lilien  Rangaswamy 1998 65-85).

To the business organizations, online social networks have increasingly become a nightmare for the top level managers. Employees consume a lot of working time when on duty on this sites. Indeed some of the sites and social networks that are formed are very addictive. Work place productivity is therefore lost due to the fact that while at work, employees opt to do online networking rather than investing their time and energy in performing their duties, generating new ideas at work and being more creative (Moody  Douglas 2003 103-127). A number of researches carried out since the inception of Facebook and Twitter indicates that despite the great advantages associated with such online social networking technologies, most employees have lost their jobs due to improper use of this websites.

Online Social Networks and Information Diffusion
Networking of any kind would mainly be related to the actual process or the intention to exchange data and information within a given group of people, cult or organization (Lilien  Rangaswamy 1998 65-85). People have a very fundamental role in ensuring that the necessary information is diffused to its intended destination in a given network. In solving the real world problems, social networking enhances the exchange of views in order to ensure that individuals reach a common ground over which crucial solutions could be reached in order to solve critical problems without any biasness (Martello  Toth 1979 237-297)

There is always a hidden perspective of peoples real world network. Online social networks help to a great deal, in solving real life problems and revealing the hidden connections among people. When ensuring that information is communicated effectively in the online networks, it is vital to understand the various concepts that boost information diffusion. Information diffusion and online connection is at times very implicit and heavily relies on the past experiences and actions. Lynn (1990 1049-1103), in his discussion and analysis of the dynamics of communication models, elaborates on the fact that the exchange of information in a network depends on the individuals abilities, interests and expertise. In a business environment, exchange of ideas could be on the basis of the member and customer relationship development efforts and the manner in which communication channels are aligned. This enables an online customer to very easily establish a real human level connection with the seller of the product. This builds customer confidence and exposes them to other available business opportunities that would otherwise not have been realised if online social networking and information diffusion were not utilised.

The information diffusion in a network is to a greater extent influenced by the network structure and the actual relationships that exists among the nodes people in a network (Wellman  Berkowitz 1988). The community dynamics also has a considerable influence on way in which information in an online network is spread. Detection of polarisation factors and the reasons why communities come together on the online networks can best be understood through an in-depth study of the community culture. This could best be done through carrying out an ethnographic study of the community in which the study sample exists in (Garvin 1987 100-117). There is need to always carry out a detailed analysis of the people before deciding on the development of the given online social network structure. Peer pressure and hubs influence are some of the factors that determine information diffusion in a network structure. In the circumstances where the relationships in network are very stringent, incentives could be offered by the relevant authorities in order to enhance online social networks growth.

Proposal of New and Exploratory Conceptual Models
There is a need for the change in future online social networking models in order to meet the expectations and continued growth in population. The languages used in the designation of the networks need to altered, customised and streamlined to the communities in question (Wellman  Berkowitz 1988). New and exploratory conceptual models in online social networking need to pay close attention to security, social and cultural issues that mainly affect the openness and willingness of people to share information over the internet without fear of the information being accessed by unauthorised persons. The future trend in online social networking may see integration of more complex communication protocols being used with the integration of digital signatures and information encryption standards (Martello Toth 1979 237-279).

Online networking models that are socially oriented also need to fully integrate the concept of integrating normal human behaviours and patterns in the levels of interaction. In order for the networkers to have an actual feel and greater impact in the communication that takes place, there is need to ensure that more human characteristics are integrated in the online communication (Jackson 2003 43-73). Such changes ensure that people closely relate with the features integrated in the online networking structures.

Important Online Social Network Issues
The speed at which the online communication takes place between users in different locations plays a very crucial role in ensuring that efficiency and effectiveness takes place. It would indeed be useless to have an online communication system which is much slower and unreliable than the traditional means of communication. There should be a genuine integration between the parties involved in the communication channel. Much faster internet interconnections should be enhanced through subscription to internet service providers (ISPs) that offer both faster upload and download speeds to its users.

Additionally, Hill (1996) insists on the fact that negative effects that have been suffered in the online communication due to viruses, spoolers, spywares and malwares also need to be checked. Phishing on the internet to unauthorised information also need to be checked in order to build trust among the online social networkers. Mullins (1989) also believes that there is always a dire need to achieve genuine integration of systems and user needs.

The security has always been a great issue of concern to the online social networking. In the social networking, security issues normally occur whenever an unauthorised access to a given site or sites that are protected by coding, written languages or by use of certain encryption and decryption standards. Privacy issues, especially those that involve the unwarranted accessibility of information, do not have to involve a number of security breaches (Steve 2006). People could gain unauthorised confidential information by simply spying or actually watching another individual type their passwords and usernames. The core security issues in online security issues however depends on much an individual engages in the online social networking sites. The amount of information people expose to the network and the kind of security setup features are also very crucial issues related to social networking. For instance, if a Facebook user has one thousand and fifty (1050) friends and two hundred (200) group membership, then they are most likely to be negatively affected by a security breach in comparison to another user that barely uses the online networking site.

Implications of Online Social Networks
The concept of online social networks is no longer a new phenomenon. Unfortunately, people have not been able to accord it the necessary seriousness in order for maximum gains to be realised from it. Unlike the normal social networking strategies applied in the ever day life, social online networking requires more attention to ensure that proper gains are realised from it. The complexities that are at times involved demand better and more synthesised understanding in order for it not to have any negative impact on the community that applies it in their lives (Medeiros, Carson  Watson 1998 Samuel 1989).

The major implication of the online social networks relates to the peoples social fabrics that are at time destroyed. Human beings are naturally used to relating face to face with one another (Wellman  Berkowitz 1988 Aleman, Martinez  Katherine 2009). The introduction of various information technologies in the networking sectors introduces new concepts and platforms on which people interact. Social fabrics are normally destroyed in cases where by people are forced to destroyed. At times the societal norms are destroyed through forceful change of interaction tactics and exchange of societal norms and traditions (Berkowitz 1982). When online social networking is done, the manner in which business deals and views are exchanged changes. This at times has the probability altering the societal norms and practices through copying and imitation of other peoples behaviours.

Additionally, the social interaction also opens the society to security threats. Some top secretes that people may have hidden with regard to how they live and their economic activities could easily leak to other people who may be spying in the social networking systems being used (Martello Toth 1979 237-279). System hackers and hijackers could easily access vital information regarding peoples lives and later use it against them in a dangerous and unlawful manner (Carrington, Scott, Wasserman 2005 Shirley 1981).

Conclusion
From the discussion above, it is evident that online social networks play a fundamental role in the modern communication models. Communication networks chosen for a specific social network need to be done with a close consideration of the intended goal of the network, the target group, the amount to be invested and the benefits expected to be realised from the networks. It is also very evident that evolution of technology has continued to shape the dynamic trends in the online social networks (Moody  Douglas 2003). The need for more diversified social connections is thus fulfilled through the use of online social networking. The fact that information in a network diffuses on the existing networks and the path to be followed is determined by the structure and the diffusion is very evident. Incentives are sometimes used in order to establish new connections in circumstances where the rate of growth of social networks is considerably slow. The incentives could also be used negatively in weakening the network connections in case where the impact of the network to the common good is negative.