Is Social Over-Hyped?

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Over the past two years there has been a significant amount of buzz about the social web. Some of that buzz has gone as far as suggesting that social could end up defeating search. I’ve made comments in the past of such things happening. One sign of peoples’ belief that social could take on search is the buzz surrounding Facebook. Microsoft invested in the company at a $15 billion valuation and since then the company has continued to grow and the hype behind it hasn’t exactly disappeared.

So where is the money on the social web? Currently there are a number of theories about where companies in this space will make money in the future, three of which appear most prominently:

  • Social Shopping – The concept of social shopping has been passed around for years.


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