Beware of reputation laundering! Looks like the DataFarmers have paid some marketing pod people to try to co-opt the phrase 'Social Web' to include the legacy social media platforms it's being built as a replacement for. Or some pod people just decided there's money to be made in doing that off their own bat, but they're usually not that forward-looking;
https://socialwebtactics.com/what-is-the-social-web/
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As with Open Source, it's hard to imagine that anyone can claim a trademark on the phrase. But if groups like @swf don't want to be fudged together with this lot, they'll need a strategy to head off this attempted recuperation at some equivalent of the Pass of Thermopylae (ask me how!).
A page on the SWF website, laying out a clear definition of 'social web' and what it does and doesn't include, could be a good start.
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Strypey