According to online intelligence company Hitwise, the social graph which refers to the data that expresses an individual will be an important point of debate in 2008 for marketers because it poses two key problems: for users there is the challenge of managing multiple networks and for social network owners, there is the commercial decision of how they should participate in an 'open Internet', defined by platforms that permit data sharing between various networks.
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Whilst there are also technology or end-user considerations with this conundrum, Hitwise notes marketers will need to watch this issue closely as it could impact how they choose to work with scope of social networks. This could involve developing applications that are compatible for multiple social networks, or those that draw in data from the full spectrum of a user's social graph and allow network differentiation.
And the downstream traffic from each of the major social networks to other industry players demonstrates a wide dispersal of traffic.
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