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"Microsoft (NSDQ:MSFT)'s release Wednesday of its Outlook Social Connector beta is another indication of how social networking has infiltrated not only the online world, but also enterprise software. The Outlook Social Connector, a new feature in Office 2010, blends social networking updates into the business functionality of the software. With Outlook Social Connector, a user can view an e-mail message and social networking activities from the same sender in the same window pane. For now, though, it doesn't allow posting updates back onto LinkedIn or other social-networking sites directly from the inbox."

On Tuesday, Google introduced a new service called Google Buzz, a way for users of its Gmail service to share updates, photos and videos. The service will compete with sites like Facebook and Twitter, which are capturing an increasing percentage of the time people spend online.

YT is out to increase the amount of time that viewers spend on the site, which is currently 15 mins per day. They spend 5 hrs per day on TV, so YT execs see that as their main competition. How to make YT viewing experience more like TV? More sticky? Need to generate new models for search suggestions ("discovery," a la Netflix and Amazon, or social media, a la Facebook). Also need to explore models for pushing content, Amazon.

In a Webcast news conference, Coca-Cola executives discussed how they intend to incorporate philanthropy and the social media into their Super Bowl ad plans. The social media component will come courtesy of Facebook, which is teaming up with Coca-Cola for the initiative.

Blog post about a media center that may forever change the way we consume media. "Boxee is a media center for the age of broadband and social networking. It doesn't just play media stored on your computer; it indexes hundreds (possibly thousands) of streaming videos from, amongst others: ABC, NBC, Comedy Central, and (thanks to a little browser-based trickery) Hulu. It's also a platform for widgets and apps that can pull in additional content from services like Pandora, Netflix, and MLB.TV. Plus, like any piece of software worth its digital weight in bytes, Boxee integrates with social networks like Twitter and Facebook for sharing what your watching with others."

"The Internet, which many feared would draw viewers away from television, appears to be having exactly the opposite effect - at least when it comes to coverage of major events. Brian Stelter writes in The Times that TV executives have noticed big spikes in viewership of the Olympics, the Super Bowl, the Grammys and other special events that some of them trace to the effect of social networking sites."

Sponsors are looking to generate buzz for ads through social media, hoping to repeat the success of Super Bowl advertisers who expanded their audience by using social networking sites to spread ads.

Discusses how Google's ambitions have grown recently, as the company now desires to enter the realms of social networking and ecommerce. It's only a matter of time before Google conquers the world.

Super Bowl advertisers are using social media like Facebook and Twitter to build hype for their advertisements (not necessarily the game itself, although a larger audience for the game would also mean a larger audience for the commercials during the game).