Cisco has started developing software, that will allow big media companies develop their social -niche- networks. According to c|net news

The new software called Eos, which stands for entertainment operating system, will allow media and content companies to build online communities for niche groups. Specifically, the software will help these companies monitor the community’s interaction with each other and the content itself.

Eventually, it could even offer content recommendations from other parts of the Web site to community users. And it could help target community members with online advertising. In short, it offers content providers and media companies new ways to monetize content in a more efficient way.

I understand that the big, mass media want a piece of the pie called social networking, web 2.0 or call it whatever you want. So maybe they will buy such a software (paying a monthly fee), but how long could such a thing last?

I mean with all these social networks online, with this huge, vast variety (and with the recent data portability expansion of important online hubs), please name me a logical reason to join a social network, whose sole purpose is to “…monitor the community’s interaction with each other and the content itself”.