As Di-ann is driving around the Bay Area she uses Waze (http://waze.com) to find her way. From Waze she gets routing, traffic and road closure information. In exchange, Waze tracks her location and knows her ultimate destination. It knows that she is going slower than expected on Highway 101 and that she is probably in traffic.

About five years ago, the group I worked for at Microsoft looked at what was happening in the blogosphere and decided to bring it in-house. We saw that the conversations needed a