We know the National Trust, don't we? At least, we think we do. It occupies a place in our national consciousness roughly akin to that of the BBC: uniquely British, a treasured national institution without which the nation would be infinitely the poorer; broadly speaking a Good Thing

The race for supremacy in social networking is only part of the story. As in any race, we typically expect a winner to reach an end. However, this competition is absent of finish line and as a result, a true overall winner is beside the point. Many networks will enjoy time in the spotlight until their luster ages and a new framework for engagement lures our friends of friends, our friends, and finally our attention and participation. As consumers, we go where we are not only wanted, but also where we can make an impact.