From The Age of Relevance:
“…The key element of the next big thing is the increasing significance of the Interest Graph to complement the Social Graph. While Facebook, Twitter, and Google are already working on delivering relevant content, a slew of startups are focusing exclusively on it.
Relevance is the only solution to the problem of information overload…”
“The above matrix is a representation of how the process of online information discovery has evolved over time.
Phase I: The Search Dominated Web
This is how Google began its dominance over the web two decades ago, using PageRank to surface the most popular web pages as identified by other web pages that linked to them.
Phase II: Web 2.0 With Social Bookmarking
In the Web 2.0 era, social bookmarking services gained significant traction, surfacing popular content. Sites like Reddit and StumbleUpon are hugely popular even today, driving millions of page views.
Phase III: Personalized Recommendations
Services like Hunch, GetGlue, etc. have focused on building an Interest Graph for users, to deliver personalized recommendations using a ‘taste engine’.
Phase IV: Personalized Serendipity
The latest crop of startups is focusing on personalization using a combination of Interest and Social Graphs. Personalized Serendipity is what Jeff Jarvis calls ‘Unexpected Relevance’. Examples include Gravity, my6sense, Genieo, and TrapIt….”