Fracking the social web refers to the process of extracting value from social media platforms by focusing on the connections between people, rather than the individuals themselves. It’s a shift from the traditional approach, which has been to focus on individual users and their behaviour. This new approach is based on the principle that the value of social media lies in the connections between users, their shared interests and the conversations they have.

To achieve this, it’s necessary to create a social web that is more like a network of pipes, with content flowing through it, rather than a series of isolated silos. This involves creating a system that allows for the easy sharing of content, and encouraging users to interact with each other, rather than just consuming content passively.

The ultimate goal of fracking the social web is to create a more engaged and active user base, which will in turn drive more value for businesses. This is because engaged users are more likely to share content, recommend products and services, and become loyal customers.

To succeed in fracking the social web, businesses need to focus on creating high-quality content that users will want to share, and fostering a community where users feel connected to each other. This requires a shift in mindset, from viewing social media as a marketing tool, to viewing it as a platform for building relationships and fostering community.

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