The internet is becoming a tightly interwoven part of our everyday lives. There is a growing market for web services which augment the daily life of users trough products with an internet connection. We call these real world extensions of the web embedded media. In the last couple of years we explored …

In this paper, we will argue that developments in social media in the past few years open up an opportunity space for developing "integration software". Such software supports company specific use cases, while the software expands on existing social media infrastructure through web API's. We have explored …