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Presentation made on June 24, 2010 at Social Media Brasil, Sao Paulo, by Sara Holoubek, CEO and founder of Luminary Labs. ...

Presentation made on June 24, 2010 at Social Media Brasil, Sao Paulo, by Sara Holoubek, CEO and founder of Luminary Labs.

Advertising and community is just the tip of the social web promise. The social web represents a database of connections, demos and behaviors. When mined, this data can be beneficial to both the users and for business.

In this specific case, we speak to concept of networked medicine, referencing the work of Nicholas Christakis, which observed the spread of obesity in a large social network. In short, social connections can have a greater influence in disease spread than genes do.

As a result, healthcare companies that spend billions studying the correlation between molecules now need to spend resources studying the connections between individuals, and the community at large.

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