Social Captial is a relatively new term, but a pretty old concept. According to Sadhana Pasricha, the Founder, and President of Social Capital Consultants LLC, social capital is “a sociological concept that refers to the intangible, invisible resources and assets that emerge from our social interactions and  relationships.” Simply put, it’s what you gain by connecting with others. Social capital is a beautiful thing because it can only ever increase based on those connections and when you’re working in design, or any career really, the resources that become available to you by connecting with others in your field are invaluable. (2)

As a designer, consider what you might gain from your social media accounts if you followed a group like AIGA or your local artist coalition. You could gain intel on upcoming software, design trends, art shows and so much more. If you’re a freelancer, then maybe because you linked up with some local artists, they’re able to refer some work your way because either they don’t have the capacity to take on the task, or the work is more in your ballpark. Social capital grows because the individuals in a network are all interconnected and while Dave is great at web designer, he doesn’t feel as confident with motion design and so he outsources that aspect to Sierra who is an expert. Due to this social connection, two people within a network made money and the client was impressed because all of their goals were met with excellence.

Before Dave referred Sierra, however, they had to meet somehow and that is where social networking came into play. By following other designers of similar and different backgrounds on social networking sites like LinkedIn, Instagram, Youtube, and more, you not only can learn more about your industry but can also gain valuable insight and professional relationships which can help you further down the road. By posting regularly, and sharing your own insights and skills, you showcase yourself and attract an audience of followers who engage with your posts. This following and engagement help to build trust about who you are and what you offer.

Social capital improves reputation by expanding the range of people who are aware of you and what you do. By word of mouth and by visible comments and likes on your work, more people will come to know you as reliable and trustworthy. There are many ways to build social capital including linking your social networks to your portfolio, website, resume, and other social networks. If you have a blog, you can connect it to your website and other forms of communication tools that you use. Expanding the number of social tools you use, the further reach you will have to a wider audience as well. The more people you know, the more likely you will increase your access to the potential ability to obtain resources, favors, or information from one’s personal connections. (3)

Researchers have identified three different types of social capital, bonding, bridging, and linking. Bonding refers to social capital created within a group with shared interests and goals. A neighborhood association is a good example of how bonding works. Bridging, on the other hand, is the creation of social capital across groups. When bridging is successful, individuals in the two groups discover shared interests and goals and work together to achieve them. A neighborhood association that links up with a local police department is an example of how bridging works. Similar to bridging, linking creates ties across groups, but those that span different socioeconomic groups. Linking has been associated with increasing one’s chances of upward social mobility. (1)

1. Chetty, Raj, et al. “Social capital I: measurement and associations with economic mobility.” Nature, vol. 608, no. 7921, 2022, pp. 108-121.
2. Pasricha, Sadhana. “Social Capital — the critical assets for success.” TEDxWilmington. https://www.youtube.com/watch?v=nqwTRl9cdn4.
3. University of North Carolina. “Social Capital – Health & Economic Benefits of Connecting While Distancing.” https://ncimpact.sog.unc.edu/2020/11/social-capital-staying-connected-during-distancing/#:~:text=Research%20consistently%20shows%20important%20benefits,result%20of%20their%20positive%20relationships.