Facebook founder Mark Zuckerberg says "We are building toward a web where the default is social.

"If you look back a few years ago and even as recently as today, in most cases the web isn't designed to use your friends. They don't assume you have a real identity but we are seeing that seep in more and more. 

"We want to be one of the things that empowers that and right now most users are using Facebook and we hope we can be a good force in driving that forward."

It's not hard to understand this point of view considering that 96% of Generation Y have joined some social network.

To take this further, the early adoption of such sites as Foursquare and Gowalla  shows there is an opportunity to blend the digital experience with real life.

Facebook will be revamping the 'Like' button to extend the social reach of users by allowing publishers to tag their content on partner sites. So, what this means is that publishers can provide a more personal user experience based on the preferences of social users. 

For example, Levi's has integrated the new 'Like' functionality into it's eCommerce site at levi.com. The Levi's brand will provide shoppers with an interactive, customised shopping experience (based on consumers' 'Likes'), information about 'Top-Liked' products across consumers' networks, and an easy way to find and share relevant Levi's products.

Jodi Bricker, Vice President of Digital for Levi's Americas said, "We’re creating a new social shopping experience that will change the way people shop online and, frankly, make buying jeans more fun. We're excited to pioneer this new technology and help our loyal fans connect with our brand and share their favorite Levi's products with friends."

In addition, the Levi's brand is building a Friend Store in which consumers who are logged into Facebook can see a list of their friends favorite Levi's products and seamlessly shop with their friends.