Essentially, social networks all do the same thing -- help people stay in touch with each other. This is driven, in part, by what the network allows its users to do. However, it also depends on the larger cultural context. What is driving people to remain in touch? What aspects of their lives do they wish to share?

Facebook users perform a variety of tasks on the site, including posting photos, emailing friends, associating themselves with brands and arranging for parties and events. The Nasza-Klasa site provides a subset of this functionality, but for different reasons. A substantially higher percentage of the Polish user population is expatriate, living all around the world. These people are seeking out old friends from as far back as elementary school, to catch up and see where they are now. By recognizing the larger context, brand managers can understand how to best engage each specific audience in a relevant dialogue and provide tools to encourage conversations.