- No doubt the story of the Web over the last ten years belongs to the algorithms of search giant Google, which Wired’s Fred Vogelstein describes as having built a “dispassionate atlas of the online world.” However, to hear Facebook CEO Mark Zuckerberg tell it, the future belongs to a more personalized, humanized Web, where our network of friends—often called the “social graph”—becomes our primary source of information, just as it is offline. Instead of querying Google when we want to find new products and services, Zuckerberg thinks we will turn to our social graph for these recommendations, sparking a sea of change in online behavior that places social media at the center of the Web experience.
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