Facebook revolutionises the way we communicate, not only for our personal social networks but for our business alliances, media and sporting interests. Where companies once succeeded in winning popularity and interest through attention-grabbing exposure and information jamming, there is now a shift in demand from interrupting what people are interested in to being what people are interested in. Explained more succinctly by Seth Godin in his book ‘Tribes’, "You don't need to convince everyone. All you need to do is motivate people who choose to follow you."