Trust as new gold standard

Trust me on this: social media continues to revolutionise the internet. According to data released by The Nielsen Company last week, 17 per cent of all time spent on the Internet in August took place on either social networking or blogging sites, a 300 per cent increase from the previous year.

A similarly dramatic rate of increase next year would mean that we would all be spending over 50 per cent of our time socially networking. What it would really mean, of course, is that the Internet would have become nothing more or less than a meta social network in which we would all be permanently connected to one another.

The reality is that this social media age is already upon us....