Social Media is Here to Stay... Now What?
http://ginx.com/-Sphi

Boyd, Danah
Microsoft
2009

Abstract:

For users, Web 2.0 was all about reorganizing web-based practices around Friends. For many users, direct communication tools like email and IM were used to communicate with one's closest and dearest while online communities were tools for connecting with strangers around shared interests. Web 2.0 reworked all of that by allowing users to connect in new ways. While many of the tools may have been designed to help people find others, what Web 2.0 showed was that people really wanted a way to connect with those that they already knew in new ways. Even tools like MySpace and Facebook which are typically labeled social networkING sites were never really about networking for most users. They were about socializing inside of pre-existing networks.