Bianchini has some competition there: Facebook has lately been strengthening its connections to publishers.
FORBES: The Social Web
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New personal connections would lead to more time spent on the site, which would mean more advertising revenue for the publishers, Bianchini says.
FORBES: The Social Web
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Ning Chief Executive Gina Bianchini and Plaxo's McCrea both say their sites use a careful vetting process to test all third-party applications for holes.