Zuckerberg has said that he’s building a new web where “the default is social,” and new Facebook apps are bringing that to life as they pop up on other sites. Those apps allow you to see what other people say about the site, or whether any of your friends like it.

We are witnessing a fundamental change in the nature of the Internet and how people use it. At one time the internet was about technology and information. The geek who could trick the search engines got all the traffic and most of the ad revenue.

The search engines responded by changing their algorithms, and there’s been a “who’s the better geek” contest ever since.

But now the internet is becoming social. That’s the driving force behind Facebook’s success. But it’s not so much that the web is social. People are social, and the web is catching up.

I’m more inclined to believe something from a friend than from a stranger. I’m more comfortable taking advice about my car from the mechanic I’ve used for 20 years than from anybody else. (Note: “social” doesn’t mean “free.”)

This is the challenge for publishers. They need to be like my trusted mechanic. Some people say that when they buy their groceries they prefer one cashier’s line. They like that particular cashier. IOW, there is a social element to the marketplace.

Publishers can’t only be about information and data and products. They need to establish a relationship with their customers.