Increasingly, web surfers are using the internet to connect with friends, family, and colleagues using social networking sites. Conversations that once took place over email are now taking place in short messages written on someone's Facebook wall or in a brief tweet on Twitter. Connections once made with a handshake are now created using LinkedIn. And when a face-to-face meetings are desired, travel details can be shared using TripIt.
Just as people are using these social networking sites to interact with each other, businesses are also finding ways to inject themselves into the social graph so that they can connect in a more personal way with their customers and also make their web sites an extension of their customers' social experiences.