“Over the next several years social networking and community will become less about specific venues and more of a river that runs through the entire web. As Cisco’s Dan Scheinman says, community will define not only how content is created, but also how it is consumed.
This means that although it will get harder for marketers to achieve scale, community engagement will become a much more efficient and effective way to engage an audience. This requires a shift in thinking though as community becomes like running water. “
–Steve Rubel, writing about the web’s law of continuous revolution.