【正文】 f efforts on finding new effective advertising channels and measures to increase sales and materialize advertising investments. Lack of trust on paid messages and advertisements could be a main reason in which resulted from some significant collapses of mercial fish harvests. Nowadays Emerce is transiting from transactionbased towards social workbased or trustbased and from paid corporate promotions to anic informedness. For traditional advertising channels keep loosing attentions and trusts from customers, socialworkrelated munities gain eyeballs more and more recently. Social working as an emerging ads tool Social working as an emerging phenomenon holds many attractive properties both interesting to customers and , Facebook, and MySpace demonstrate big volumes of traffic online, and credited for around 6 percent retail traffic in 2021, redirect considerable clickthrough to Emerce websites. When Google purchased Youtube,New Corp acquired MySpace, and probably later the bination of Amazon and Facebook, high expectations and statements appeared from their official website for better customer service and prospects. In the rest parts of this paper, the definition of social working,its drives, opportunities and challenges are discussed in chapter 2 and Chapter 3 introduces the useful Braudel rule that is regarded useful for panies to judge whether social working is a good choice in their own pany situations. In chapter 4 conclusions upon this paper are made. 3 Social working What is social working A social work service focuses on the building and verifying of online social works for munities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software. It involves plenty of relationships and interactions within a group of individuals,which often plays a fundamental role as a medium for the spread of information, ideas, and influence among its members. The social work could be a chat room, a discussion forum, or sometimes with rating and ment functions embedded in a eshopping website, such as a social remendation system. Suggested that social work is not necessarily being groups of people or friends from physical world, but also from virtual one. Those relationships could be people to people peering, people to stuff peering, stuff to stuff peering, and many other possibilities. To give some examples, friends can be generated from virtual gaming environment with mon values and interests, from same purchasing behaviorsfor specific products, and may also from same situations like divorces encountering in real life. Forces of applying social working The uping addiction towards social working infrastructure from Eenterprises is driven by economic and technological forces emerging these days. Forces of applying social working could be changing realities of customer behavior, decreasing sales, and dropping advertisement effectiveness and efficiency. To be specific, it can be classified as followed. Firstly, big volume of information provides customers acquaintance with diverse options including price, attribute,and possible discount. This socalled informedness make customers more proactive than ever before so that they could adjust their needs and promises with various choices without confined by a small number of sellers. The available information indicates that informedness alters customers shopping behavior even for purchases that are made in traditional physical venues. Secondly, paid messages and advertisements are loosing their a