The “social epidemic” started by Facebook and its predecessors has caused various organizations to revisit their marketing strategy and business models, tweaking them according to current social trends. And if you think social media’s influence only spans gaming, product advertising and boosting egocentrics, you’re just seeing the thin surface layer of a deeply embedded trend.  Social analytics and ads have driven competition to another level, and the strong affinity people have for social media has become an inspiration for companies like LinkedIn, to lay down the social networking bedrock and catch the fancy of end users.  LinkedIn, the global leader in professional social networking is being challenged by Viadeo, a Paris-based enterprise with over 35 million registered members.

Stretching to about 40 million worldwide members, Viadeo partners with Sanoma Independent Media, a leading glossy publisher in Russia.  This pact is set to take advantage of the 51 million internet users in the country.  Russia’s online market is one of the fastest growing in the world, and is ranked first in the continent, according to the Overview of the European Internet Usage in September 2011 by comScore.

Dan Serfaty, founder and CEO of Viadeo, feels this partnership will place Russia on the map of social geography. “Our new office and this joint venture with Sanoma Independent Media open up the door to Russia and its huge growth potential for the professional social network industry. Looking at our multi-local strategy, —focused on the emerging countries—, Russia was the missing part. With this partnership, our BRIC puzzle is complete.”

Their new partner is equally delighted by the deal. In fact, the CEO of Sanoma Independent Media shares excitement, saying,

“We are very happy to partner with Viadeo. Within the next few years, Russia will become the single biggest media market in Europe and Sanoma Independent Media is looking for new and innovative services, for our readers to boost our audience. This alliance aligns with our digital growth strategy perfectly to obtain leading positions in segments such as professionals that are sizeable and close to the core of our local operations.”

The social networking craze has stretched beyond the United States and United Kingdom. It has moved Far East, invading China and spread across parts of Europe including Russia. Viadeo, before setting up an office in Russia, has already marked a satellite office in the United States, looking to rival LinkedIn. The competition between the two heats up as Viadeo acquired Dutch startup, Soocial. It was reported that Viadeo’s IPO will debut this year, but, the company chose to concentrate on emerging markets and postpones its plans in trading publicly.

The development is not only a testament of the growing fanaticism of citizens of Russia and China towards social networking, it is also a proof that recruitment spending is being redirected from the usual agencies and job boards to professional social networking, and on a global scale.