Years ago we heard that Facebook was a silo. What was meant by this term is that FaceBook would pull content into its social network and behave like a portal, without allowing people to leave. It encouraged people to see the World Wide Web as Facebook and nothing else. For a while it worked.
Zynga and The Death of Conversation When FB was young, and vibrant it was a network of friends having a chat, until Zynga came along.
Social networks and social networks are based on people connecting with other people. Twitter is a glorified chatroom masquerading as a microblogging platform. As twitter shifts from being free, to being paying, it is losing it’s appeal.
Fifteen years ago there was plenty of discussion about Social Media silos and the social graph, and discussion about ROI for businesses, PR firms and personalities. They always forgot about the user. They exploit the user because the user, in their eyes, is an addict.