This is blog of Pirkka Aunola

Yes, I know that Facebook and other social networking platforms change the posting paradigm and render practices like forwarding a digital anachronism. Perhaps. The real issue here is not the act of forwarding or receiving forwards but the challenge of creative customization. To the extent that posting something on a Wall or a stream or a blog is undifferentiated "broadcasting" rather than a one-to-one exchange, something important is missing.

I love checking my friends' shared links in Facebook and stream in Twitter at least couple times of day. It is like jumping into collective stream of interesting topics right now - there are so many things I would have missed without my friends' activity.

But I do love it even more when someone posts a link right on my Facebook profile. I have to agree with Michael Schrage: these direct posts and forwards are special. They're not posts directed at everyone, they're just for me.

I think we all should think beyond mass forwarding of links, maybe even just once during a day. Don't just forward a link to everyone, but think which ones of your friends could find this topic interesting.

Post it straight on their Facebook profile, send it @them in Twitter and send it to your friend's Delicious inbox. Don't just broadcast, remember to narrowcast too!