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Today's social web platforms, such as Facebook, Twitter, Google+, and LinkedIn, increasingly have to process large volumes of user-generated data on the y. As the role of such platforms shifts from being portals for largely historic data towards providing platforms for real-time data analytics, the authors observe that their architectures incrementally move from storage-centric designs, based on distributed data management technologies, towards event-based models exploiting queueing and stream processing systems. They believe that it is time to rethink fundamentally the software architecture for social web platforms and base them on a content-based communication model, that is explicitly designed to disseminate and partition incoming request flows on a cluster of servers.
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