I have been saying for a while that the technology and the platform are not the reasons why people use the internet – it is for the content or the ease of communication. There is a metaphor used in sales training – ‘the customer doesn’t want a drill, they need a hole’ – in other words who cares about the platform – it’s about what you want to do with it.

The increase in time spent on community is enormous and reflects the amount of time spent on social networking, I can see that this will carry on increasing as content consumption becomes a more of a community activity.

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