Imagine that you wanted a new home theater system. But instead of spending hours in Best Buy or on Amazon comparing configurations and assembling the parts you needed, you could signal what you wanted and a company would create it for you. You might simply Pinterest the elements you liked, including information about your space or noise limitations (One-bedroom apartment on busy street in New York, or suburban space that needs stuff protected from little kids), and then have a retailer give you a personalized, optimal configuration.
…But the social era can and will be more than that. It will help us decide what we make, how much we make, and how we finance that production. While social media doesnt shift Porters model, the social era surely does.