The relationships block represents the extent to which users can be related to other users. Relationships often determine the “what” and “how” of sharing; different content is shared on different platforms depending on the relationship with the receiver. Firms should consider the structure and flow of a relationship in order to build and maintain relationships. The structural property of a user’s relationships refers to how many connections they have and their position in their network of relationships; the larger a network, the more influential a person can be. The flow property of user relationships refers to the types of resources involved in individual relationships and how these resources are used, exchanged, or transformed; how strong and inter-connected (ex. coworkers and friends) a relationship is.