There are so many theories out there that are trying to describe the phenomenon of social networking on the Internet. Sociologists, anthropologists, psychologists, epidemiologists, communists… you name it. These analyses are written in books, 300-page pdf reports, PhD theses, student reports. They are also very useful for filling technology columns in papers and magazines, because these deep and profound texts improve credibility of their editors.
There is no need to write quantum theories about social networking. It is dating.