The second factor, quite simply, was that we had the computing power and the algorigthms needed to get the juice out of those digital social conversations.
This mass of data could not possible have been analysed in this way 20 years ago. Even if someone had, at that point, created a facebook, it is unlikely that we would have seen the value of this social capital in 1993.
The critical thing is, that with the advent of big data, came also the ability to handle it productively. (or, at the very least, as productively as we are handling it now).
Together, the digitised social interactions and the algorithms, create a notional value which has a definite financial worth attached to it.
Concluding question: Who owns these social interactions? The generators of content, or the aggregators who provide a free space, and then aggregate that content for their profits?
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