ABSTRACT
As I have begun to demonstrate, social software has covered our personal lives like a digital rash, fuelling huge growth in collaborative authoring platforms such as blogs, wikis and podcasts and massive expansion in social networking communities. The rise of new online businesses such as MySpace, YouTube, Digg, Delicious, Socialtext, Livejournal, Typepad and Friendster are testament to this. They embody what is being referred to as Web 2.0 and is attracting serious attention from consumers, the media, big business, and venture capitalists.
