HoneyShed trying hard to find some friends

I freely admit I'm obsessed with HoneyShed. The Publicis-backed Internet shopping channel from Droga5 and Smuggler is such a different idea, often bizarre and always interesting, and one I've tried to put in perspective recently. One part of the site's relaunch last week I didn't get to cover in detail: its embrace of social media. HoneyShed started following me on Twitter, after already adding me as a friend on Facebook. For me, HoneyShed's success or failure is pretty straightforward: It has to build a sizable audience before advertisers will buy into the concept.