Social media as we know it now, appears to be fragmenting at an increasing rate. Why? Data protection and privacy have become discussion points over the last two weeks, but disregarding that let's think about those boggling numbers again; hundreds of millions of users on various social networks - a billion of us using Facebook; these aren't communities albeit, the subgroups of friends are virtual communities, but those smaller groups themselves are often too big and too diverse, particularly amongst 18-24 year olds. You cannot have that many friends. Social Capital is a limited commodity.