The social Web is a set of social relations that link people through the World Wide Web. The Social web encompasses how websites and software are designed and developed in order to support and foster social interaction. These online social interactions form the basis of much online activity including online shopping,education, gaming and social networking websites. The social aspect of Web 2.0 communication has been to facilitate interaction between people with similar tastes. These tastes vary depending on who the target audience is, and what they are looking for. For individuals working in the public relation department, the job is consistently changing and the impact is coming from the social web. The influence, held by the social network is large and ever changing.

As people's activities on the Web and communication increase, information about their social relationships become more available. Social networking sites such as MySpace and Facebook, as well as the future Dataweb enable people and organizations to contact each other with persistent human-friendly names.^{[citation needed]} Today hundreds of millions of Internet users are using thousands of social websites to stay connected with their friends, discover new ‘‘friends,’’and to share user-created content, such as photos, videos, social bookmarks, and blogs, even through mobile platform support for cell phones. By the end quarter in 2008, Facebook reported 67 million members, MySpace occupied 100 million users, and YouTube had more than 100 million videos and 2.9 million user channels, and these numbers are consistently growing. The social Web is quickly reinventing itself, moving beyond simple web applications that connect individuals to become an entirely new way of life.

Mitch Joel is a journalist and publicist. He is president of Twist Image, a digital marketing agency and president and founding partner of Distort Entertainment.

Prior to joining Twist Image, Joel was a music journalist and publisher/editor of the music magazines, Arena Rock and Enrage. Joel then became one of the first employees at Mamma.com (a meta search engine) where he held the titled of Director, Advertising and Sales. After Mamma.com, Joel became Director or Marketing and Communications at Airborne Entertainment – a mobile content provider headquartered in Montreal, Quebec.

Joel has been a Blogger since September 2003 at Six Pixels of Separation – The Twist Image Blog. In May, 2006, Mitch launched the weekly Podcast, Six Pixels of Separation – The Twist Image Podcast. Both the Blog and Podcast focus on the intersection of Digital Marketing and Personal Branding. In 2009, he authored a book by the same name, Six Pixels of Separation. In addition to the Twist Image blog and podcast, Mitch Joel hosts Foreword Thinking: The Business And Motivational Book Review Podcast. He currently writes for the Montreal Gazette, Vancouver Sun, and enRoute Magazine.