With all the changes taking place and all the consolidation being led by Google and Yahoo, it can be very easy to overlook the moves being made by the holding companies. Over the last year the holding companies have been quietly amassing a number of investments and partnerships that diversify their portfolios and prepare them for the inevitable shift in the media buying model.

We have all been told, "Be careful what you wish for." One wonders if this truism shouldn't bear careful consideration by News Corp, given its current monetization ambitions through brands achieving "Never-Ending Friending." While this report may accurately reflect individual successes in social marketing methods, the mass adoption of these methods and, more important, the subsequent mass "gaming" of the marketing methods, will destroy the most valuable social media property of the digital generation.