The interactive nature of the web makes it inherently social. It is my contention that one will not realize the true potential of the web if they simply treat is as a magazine on a screen. In fact, I feel one will never realize the true potential of the web if there is not some type of conversation embedded somewhere in the experience they are creating for the web.

The web is a social engine. A really, really big social engine!

A few months ago I wrote a post entitled, "Google: The Web Is Your Facebook". Looking back, this was a silly title for a post, but I cannot change it(you have to love the permanence of the web!).

I started the post by saying:

"when everyone has a blog (or something tantamount to a home base) and can easily push and pull data to applications of their choice (in a well structured web), will we even need Facebook?"

In a short few months my thinking has ballooned significantly! This is not about Facebook, Google, MySpace or any other technology. This shift in the way we view the web is a sociological, psychological, anthropological (and some other -ogical’s) shift in the way we view technology.

Okay Adam, What The Hell Is Your Point!

The reason that I am on this tirade today is that Google (once again) has made a significant announcement in the progression of the web-as-social network. Have a look at this video. I realize he gets a little bit technical and this may be a bit tough for the faint of heart but keep in mind that I too have only basic HTML skills. It is the concepts that you really need to grasp, not the code.

The most compelling enhancements to iGoogle are based on the ability to pull in contacts and get updates on their activities (can someone say Facebook Newsfeed).

Essentially what Google seems to be doing is creating a window into the world wide social network!

Tags: google, open social, iGoogle, social network, facebook, news feed, google updates, google contacts