Adweek, February 6, 2012

Before Facebook, pseudonyms were the status quo. They still exist in significant pockets of the Web -- among hackers, gamers, health-related message boards and other communities -- but, largely thanks to Zuckerberg, hundreds of millions of people who use the social Web now do so with their real names. Are we building an "authentic community?" Or are we simply better targets for marketers?

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