Web 2.0 technology is social software. It has emerged into a digital-social milieu because it suits the modes of interaction favoured by the many that choose to conduct relationships on the Internet. These relationships vary greatly in type, content, intimacy and seriousness, but they are fundamentally social. Having evolved in ‘Userland’, the technology is easy, lightweight and free. The natural robustness that this technology has had to accumulate to withstand the nonsense, trivia, deviance and malice of the open Internet stands in laconic hipster contrast to the stolid belt-and-braces methods of much corporate information management. We have seen that the promise of this technology is quite remarkable, but not as remarkable as ...

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