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The notion of social objects is also very relevant if you think of the sites not as they are today, but what their original focus was. As they grow, they add in a lot of extra objects and features which make this less clear.
Facebook's original social object: Harvard University
http://web.archive.org/web/20040212031928/http:...
then others:
http://web.archive.org/web/20040610104606/http:...
Bebo: your school
http://web.archive.org/web/20060101024441/http:...
Myspace: probably music if you've read danah and remember that friendster was the only real open alternative (with its own issues) for the majority of people at the time.