Social media today is a pure mess: it has become a collection of countless features, tools, and applications fighting for a piece of the pie.

Facebook, a once groundbreaking online community, has become the ant colony of third-party applications. Twitter users now have a dozen or so additional applications they can use to overcome Twitter’s ever-present shortcomings. People spread themselves across a number of tools and maintain different networks on each (large portions of which they don’t even know), making it nearly impossible to decide what to share and with whom.

Users, marketers, and companies face an incredible amount of noise, too. For every new application that relies on a network, another crops up that helps users manage it.

Meaning and connection — two key anchors of all things social media — are corroding by the day as people’s ability to organize their experiences and find the relevance of their networks declines. Social media, in essence, is bumping up against its own ceiling, no longer able to serve the needs of those living within its walls; and for these reasons, social media as we know it is changing course.

RSS is the universal acid of the net. It allows you to subscribe to any feed which will be updated regularly. Again, not mind-blowing in its basic form, but it is what this allows which is significant. It means we can all become broadcasters, because the ‘schedule’ is created by the user. It means you can personalise the information you receive, by selecting blogs, podcasts, video feeds you want to subscribe to you are in charge of the information you receive. And because it is a standard, subscribing is simple, just a click and its there. Which means anyone can do it. RSS is also the means by which meta services can be constructed. Take any output as RSS and you can build a site around it - Friendfeed is a good example of this. To an extent, your online identity is a list of your RSS feeds.

This is the paradox of ambient awareness. Each little update — each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends’ and family members’ lives, like thousands of dots making a pointillist painting. This was never before possible, because in the real world, no friend would bother to call you up and detail the sandwiches she was eating. The ambient information becomes like “a type of E.S.P.,” as Haley described it to me, an invisible dimension floating over everyday life.

In today’s business world, job-seekers are expected to stay current with the happenings taking place in their area of interest. There was a time when those happenings were very much job-specific and anything having to do with technology fell squarely on the shoulders of I.T. That time has passed. Web 2.0 technologies lifted the veil of mystery surrounding computing technology and made it accessible to everyone. Today, if you’re not staying current with Web 2.0 technologies’ impact on business, then you’re just not staying current. Period.