My Guardian column this week (a last-minute substitution for the BBC Newsroom column, which delayed to the next time because of an overdose of BBC news) is about Facebook’s momentous choice — control v. openness — and how Google maneuvered them into it.
That is the essential choice Facebook faces: openness v control. That quandary is not unique; every media company is now facing the same choice in the Google age. Google values openness so it can search you and send audience to you.
Whoever succeeds in mapping the social graph will better understand how society operates: who is friends with whom; who is influential; what we like; what we do. The winner in the social war will understand how we behave and interact and it can bring that knowledge to commerce, advertising, media, even government. That is the real prize.