Over the past 5 years we have seen a revolution in the social conversation. An outbreak of discourse, a massive exchange of ideas and a rash of thought -- that is nurtured by numerous channels of communications. These channels thrive on the World Wide Web -- as a ubiquitous medium that links individual to individual and builds communities.
The past few years has seen a rise in a handful of super-communities -- Facebook, MySpace, Twitter and YouTube. Unfortunately, the potency of these super-communities is sometimes its principal flaw -- the social conversation. These cooperatives are akin to a cocktail party -- where the conversation sometimes gets lost in the sea of conversations. It's a sobering experience when you are able to distinguish between the conversations, to focus on the most relevant discussion and engage on a meaningful level. The engagement is a social currency that builds trust, confidence and authority -- within the social conversation. There is a social network that blindly focuses on these core values and places enormous worth on the engagement -- the company is Amplify.
Amplify is a service for engaging in conversation about news, thoughts and ideas that people share. Not all conversations can be had in fewer than 140 characters, so while Twitter is an amazing place for keeping up with what's going on in the world, Amplify is the place to talk about it.
Chances are that you may have never heard of Amplify -- I didn't until a few months ago. CEO Eric Goldstein explains that Amplify spends zero dollars on marketing and public relations. They rely on an organic growth that has taken Amplify to 50 thousand registered users within 18 months. Additionally, the young company is awfully small -- a core group of four people:
We do this not only because there is so much to learn from engaging in conversation with others or because it is enjoyable, but also because of the uniquely powerful ways in which conversation can enable people to get to know each other and form deeper connections.
So how does Amplify spark the conversation? Well there are four main features -- Clip this page, Share the URL, Write a post and Microblog. The conversation can then be auto-posted to Twitter, Facebook, Buzz, Posterous, Tumblr, Friendfeed, and more. Goldstein explains that this is simply the best way to allow people to not only share content but build a discussion around that content. I am witness to this phenomenon -- I have had discussions with dozens of Amplify citizens from Eric Goldstein in NY to Joe Hackman in CA to Stefan Svartling in Sweden.
Today Amplify is adding a number of features -- here is a small list:
Twitter @username recognition
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