7 July 2011

Web 3.0 is all about social personalisation

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Forget Web 2.0. During a panel on social media at the recent Wharton Global Alumni Forum, industry experts argued that we are now in a “third wave” of disruption in the tech sector. While the post-bubble era was about user-generated content, they say the future will be centered on filtering the immense amount of data available on the web and helping users find information from the people they care about most — their friends.

“Web 2.0 was centered on user-generated content, where anyone could be a publisher. We’re now in the third wave — I call it a social wave,” said Travis Katz, [founder and CEO of travel recommendations site Gogobot and] a former MySpace executive who served on a Forum panel titled “New Directions for Social Media.” Also on the panel were Ethan Beard, Facebook’s director of platform partnerships; Wharton Digital Press executive editor Shannon Berning; entrepreneur and Lotus 1-2-3 designer Mitch Kapor; and Bryan Srabian, director of social media for the San Francisco Giants.

The web has grown to the point where “there’s too much information,” according to Katz. “Finding ways to filter out information and find what’s relevant to you is getting harder and harder. The model of Google doesn’t work at scale — especially when it comes to things where taste matters.”

Katz predicted that the future of the Internet “is one where every page is going to be personalized.

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