Listen to the pitch of many tech start-ups in 2011 and it’s likely that in the first few sentences you’ll hear “And we let you tap-in to your Facebook, Twitter and Linked-In friends.” Filtering, parsing and presenting information gleaned from a user’s social graph has become the focus of many small tech companies. By creating an experience that effectively sits on the Facebook or Twitter platforms they’re able to provide a set of useful features to customers and serve a bunch of needs that are perhaps currently unmet. But this approach is really risky. Continue reading →