Social networks seem to be following the model of other mass media channels. The flow is like this:
Proliferation--> Networking --> Clustering --> Aggregation.

We're seeing this with web logs today, which continue to proliferate at an astounding rate. Networking is common, as like minded sites swap links, and reference each others' content. We're even seeing some weblogs merging with other "like minded" sites to form larger, destination blogs. We're also seeing services focused on taking the pulse of the blogosphere by topic, brand, etc... and using this information to produce aggregate metrics and reporting. It started first with the the blog companies and Technorati... and continues now with major web analytics and research firms.

No doubt, we'll continue to develop a more sophisticated ability to connect our own worlds with those of others. It's kinda fun to watch it unfold. As social networks relate to customer service, I think we're in for some interesting times.

Here's a fun example: Check out "Every Day Hogwash, a new site dedicated to cataloging horrifying -- yet entertaining and humorous customer service stories. Post a link to your story, and you may just win a daily, weekly or monthly cash prize between $200 - $5,000! It's simple.

Complaining for prizes?! People will love this.

Okay sure, the site is limited. There's no ability to search or filter by topic or company. There's no email confirmation for your submission. It's not clear who is running the site -- or why -- although the panel of judges is impressive and includes one of my heroes of humor and insight, Ze Frank). But hey -- it's a start -- and the world of bloggers will love getting paid for something, for a change. ;-)

What’s next? Imagine the power of an aggregate engine that standardizes and catalogs customer stories, breaking them down into rankings and ratings, satisfaction rates, reports ... like the rating system for Amazon on steroids. Fully searchable by company, topic or type. A valuable tool, a wealth of insight into word-of-mouth banter. Stay tuned for more.