The sudden popularity of social technologies Boyd attributes to the increase in low-cost tools and the critical mass of millions of people who are now connected to the Internet. Others, the authors of “It’s Not What You Know, It’s Who You Know” in Internet journal First Monday, say that because of the swift pace of organizational change, workers are relying less on traditional company structures and more on their own personal social networks. A third theory, described by the founders of online interaction consultancy Headshift, is that people are searching for a feeling of community that’s been lost as many “third places” (not work, not home, but a third place where people congregate and interact) have closed down.