Way back in 2004, at the first Advocacy Developer's Summit, I remember sitting in a circle with some really bright non-profit engineers that were promoting the future of a Friend of a Friend (FOAF) protocol, in which thinking a few years down the road, would easily help you discover relationships between you and your friends and potentially provide insight to help you make buying (and supporting) decisions.
Unfortunately, FOAF never really caught on. Instead, the world became smitten with a walled garden called Facebook, which provided an easy and user-friendly experience for making connections between your friends, and sharing your likes and preferences.
One of the grand visions of FOAF, at least for me, was the idea that as a FOAF network was built, you'd be able to have rather organic connections between individuals that could allow you to be informed based not on advertising, but on the choices made by your friends. These connections with your friends, while are not expert opinions, tend to have a better correlation with your own interests, and ultimately (hopefully) making your life in a complex choice world easier.
Well, 8 years and hundreds of millions of users later, I think Facebook is now on the verge of providing one of the most compelling discovery tools we've ever seen, and the effects of it likely will be profound for organizations, especially advocacy organizations.
It's all about search.