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Web 2.0 -- everyone's favorite 2007 buzz word -- heralded the age of social networks and powered a fundamental shift in the Web: filtering out excessive noise while building connections to friends, organizations and communities. Creating a Facebook profile became a way of passage to keep up with friends and connections, monitor social trends and follow topics of personal interest. Fast-forward to 2010 and 800 Facebook friends later, and the noise is back. Prominent social networks are now split between keeping up with a massive network of contacts and following major trends.
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