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Social media is the way to go now-a-days. After Orkut, Facebook and My Space we saw hundreds of social networking site making their mark in the market. However now a days socialness is not only restricted to social networking sites. Now every company wants to include some amount of socialness into their website, product or whatever it is. However the features which any of the social networking site provide are same and restricted to a certain extent. 3 of the sites which I have developed so far, all have socialness as a base component. (Gtalkbots, Altertunes, IITG Alumni) However after I saw Elgg a few days back, I was just wondering how much time I wasted in building social features in all the 3 sites. I just wish I could have found this before.