Here are pair of articles by Tom Standage, drawn from his forthcoming book on the 2,000-year history of social media, Writing on the Wall. In Share it like Cicero, Standage writes about how Roman authors used social networking to spread and publish their work.
One of the stories I tell in "Writing on the Wall" is about the way the Roman book-trade worked. There were no printing presses, so copying of books, which took the form of multiple papyrus rolls, was done entirely by hand, by scribes, most of whom were slaves. There were no formal publishers either, so Roman authors had to rely on word-of-mouth recommendations and social distribution of their works via their networks of friends and acquaintances.
In the late 1600s, a particularly effective social networking tool arose in England: the coffeehouse.
Like coffee itself, coffeehouses were an import from the Arab world. England's first coffeehouse opened in Oxford in the early 1650s, and hundreds of similar establishments sprang up in London and other cities in the following years. People went to coffeehouses not just to drink coffee, but to read and discuss the latest pamphlets and news-sheets and to catch up on rumor and gossip.
Coffeehouses were also used as post offices. Patrons would visit their favorite coffeehouses several times a day to check for new mail, catch up on the news and talk to other coffee drinkers, both friends and strangers. Some coffeehouses specialized in discussion of particular topics, like science, politics, literature or shipping. As customers moved from one to the other, information circulated with them.
Standage previously wrote about the European coffeehouse in A History of the World in 6 Glasses.