There's no doubt the internet has changed our lives permanently. Since the web first took off more than a decade ago, it has had a huge impact on the way we communicate and operate on a daily basis. We no longer need to queue at the bank or book holidays with travel agents - we do it all online instead. We don't even need to pick up the phone anymore now that the 'me-media' phenomenon is in full swing. Social networking sites such as MySpace and Facebook allow us to make new friends, build on existing friendships and plan our careers - all with the click of a mouse.

And it doesn't stop there. The internet has revolutionised the way we work, too. We can substitute phone calls with an email, or get an immediate answer to a question using instant messaging. We're no longer tied to our desks: using BlackBerries, laptops or by video conferencing we can work on the train, from home - even on the beach. And while sceptics argue that there's nothing like a face-to-face meeting, and that we have lost the work/life balance, you will lose out if you don't use the web to boost your career.

Seek - and ye shall find

The internet has changed the way we look for jobs as well. Today, we can scour thousands of available positions and apply online. We don't even have to look that hard anymore as many recruitment websites will do it for you by scanning your CV and matching your experience with suitable positions. You can even use social networking sites to advertise your qualifications to prospective employers. On linkedin.com, users display their profile, apply for jobs directly, and are approached by prospective employers. Just be careful your boss doesn't find your profile!

In terms of businesses benefiting from the web, a business without a website may as well be invisible. But it is the web's recent transformation into a social medium known as Web 2.0 that has really got people talking (or messaging). Web 2.0 signifies a huge shift in the way the internet is being used. Companies have picked up on the fact that social networking sites can be used for more than just sharing photos and 'poking' friends. They are an innovative tool that can help strengthen client relationships. It's such a powerful medium that music artists, authors and models use these sites to publicise themselves. Artists such as Lily Allen and the Arctic Monkeys have been catapulted to fame by using MySpace.

Sites such as Facebook offer users the ability to network by making 'friends' online. When you join a site, an automatic email is sent out to all your email addresses. Existing members can accept you as their friend, or take up your invitation to join, giving you access to their friends, and their friends' friends, etc. Not only can a user connect with new people, they can find out about all their interests, too. You can see why marketeers and PR firms are salivating at the prospect.

Some sites have even tapped in to the benefits of targeting a specific user group. Beautifulpeople.net's entry criteria is quite simple - good looks. Instantly, makers of beauty products and fashion retailers have access to millions of potential new customers.

If you can't beat 'em, join 'em

Ernst & Young's Richard Jordan says sites such as Facebook tie in well with the company's ethos. 'The concept's quite appropriate, really, as we're all about building relationships. E&Y has the second largest network on Facebook, with 13,500 members worldwide - second only to the US Army! Employees are using the site to keep in touch with colleagues in different divisions and worldwide - and we encourage that.'

Clearly, the lines between personal and professional are blurring, and the more technology advances there are the less likely it is that people will communicate in person. While this could be seen as a negative thing, one thing is certain: the power of the internet is growing and shaking the core of business communication.

In the same way that iTunes has had an effect on CD sales, Amazon has changed the face of bookselling, and eBay has killed the car boot sale, online communication is changing the way we do business. Whether you like it or not, you had better catch on quick before you get left behind.