Social Software & The Attention Economy

I always get jazzed by John Hagel's ideas. Check it out.  

Doc Searls and The Intention Economy by John Hagel, edgeperspectives.com.

"To use Doc’s example, he knows about the ski slopes in Park City and has an intention to rent a car to get there, but how does he find out about a ski slope in Chile that offers an even better skiing experience given his particular skills and interest?

Some of that opportunity can be captured through individual surfing and serendipity. Part of it can be realized through friends and various forms of social software that expose customers to the interests and preferences of a much broader range of people. But I continue to believe that much of the opportunity will depend on trusted agents acting on behalf of the customer. While software and technology can amplify reach and capabilities, there is still an opportunity for
businesses built around human beings to harness the power of these tools in delivering agent-based services to customers.

The real winners in The Attention Economy will be those who can help expand our horizons by sorting through the growing array of options and introducing us to resources that matter based on a deep understanding
of our interests and needs, rather than narrowly fulfilling our current intentions.  Think of trusted advisors rather than transaction facilitators."

Social software is indeed playing a vital role in connecting people, places and things. I believe we will see more vertical social network applications created around user/customer tagged-content that will serve as trusted advisors.