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The world has changed. At least the marketing world. The era of mass marketing and advertisment as we knew it for many years has passed. Of course TV is not dead but it’s more and more superceded by the internet with all it’s channels for niche entertainment and self expression. Banner blindness and shrinking advertisement effectiveness have added their part. And so companies look out for other ways to reach potential and existing customers.

Add to that the success of the DataPortability Working Group which set policies and technical guidelines in how to create a World Wide Web in which data is more freely flowing around than ever before bringing us closer and closer to seamless networking experience and a semantic web.

This of course is only a glimpse of what might be necessary tomorrow. And the question is of course how far this tomorrow is away. Several things are of course available already or being worked on. The Google Social Graph API is there, blogging and commenting in Plone is worked on, Multimedia support is available, OpenID is as well (but maybe could be enhanced).Creating a social networking layer using e.g. plone.relations and membrane is not too complicated to implement and marking things up with microformats is also no magic.