Micro Persuasion: The Next Twitter or Facebook is the Open Web
http://www.micropersuasion.com/2009/04/the-next-twitter-or-facebook-is-the-open-web.html

Marketers need to really embrace the fact that it's peers and their data, rather than brand, that will become the primary way we make decisions. The greatest rewards will go to those who embrace and participate in as many communities as they possibly can in credible ways.

Today online shopping

Second Life was digital marketing's Vietnam. Communities come and go. Hubs seem to lose their innovation edge just as consumers grow more fickle, new venues emerge and viable monetization options remain scarce. If history repeats itself, Facebook and Twitter will one day be replaced by something else. However, this time it will be the open web.