Unlike its web 2.0 counterpart, any social network deployed on the Newcoin blockchain benefits instantly from all the users of the decentralised social graph, their content and data history as long as they bilaterally opt-in. The data network effect produced among the apps amplifies the network and the competition between different aesthetics, niches, brands enables diversity and exploration in ways never imagined possible in the 2.0 era. App monetisation can be achieved by leveraging the scarcity of Social Coins issues via a pool produced by a social network requiring its users to own the coin to participate in their clout model.