Social networks will decide all content on the web

Through Google, MySpace . people will choose what information to post and all the web industry's efforts revolve around applications for consumers, not businesses.

According to Dan Scheinman, vice president of Cisco communications solutions, this has been proven through the success of many services such as Google, Skype, Yahoo and YouTube. Joining social networks is also the best way for companies to find out how content will be distributed and consumed in the future.

" We need to spend more time with Facebook and MySpace so we can understand how the social networking community is impacting the world ," Scheinman said.

Although social networking is considered a playground for young people, especially high school students, it is helping advertisers reach affordable consumers. The unexpected success of the video test of reaction between Diet Coke and Mentos drinks on YouTube has brought Coca-Cola a fresh look at promoting products in a user-generated content environment.

The engineering and entertainment industry is also forced to change the old style of operation to adapt to the new trend. New ideas no longer follow the traditional route: from university research is applied to banks, businesses and service providers. Currently, applications directly serve consumers before attracting service providers, while businesses are the ultimate users.

" If you want someone to know your product, you have to figure out how to distribute it. Today it is through social networking. It is the news that News acquired MySpace.com. This is considered a Smart moves because they will have a large community in hand , "Scheinman commented. " The overall picture of the role of social networks will be clearer in the next few years, but now is the time for businesses to prepare themselves to receive it ."