At Grouptivity, we see “Content Networking” as the next evolution in social media. The concept of “Content Networking” involves connecting and engaging with others around an interesting piece of content.  

In my previous post Is Email the Next Social Network? I talked about Saul Hansell’s (New York Times) article titled Inbox 2.0: Yahoo and Google to Turn E-Mail Into a Social Network. This is a great article that talks about how Yahoo and Google are building social networking features around their email offerings. Saul Hansell’s concludes his article with a great quote:  

…Running social networks is like starting nightclubs. You need music and beer, of course, and some hard-to describe magic that draws people to the club.  

Content networking describes the conversation at the bar! As patrons gather around the bar, the will strike up a conversation. It may be around current news, politics, religion or local goings-on. As the conversation progress, others are pulled into it. Content networking has the potential create a similar virtual social fabrics that connects people all over the web in an engaging conversation around a piece of interesting content.

Grouptivity leverages the prevalent “email a friend” feature to deliver “Content Networking” to any content publisher. This creates compelling user-generated content on a topic delivers higher quality traffic (via referrals). The captured conversations exposed to search engines through the iPond.com delivering incremental SEO benefits to publishers.