If you could run a social networking site, what would you do?

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Seeing as how social networking websites like myLot, Facebook and Myspace(among a handful of others) have created a wave in Web 2.0, just imagine what Web 3.0 is going to bring. If you had the opportunity to create a Social Networking website, what kind of niche would you focus on? What opportunities would you entice your customers with? Would you share any advertising profits with your customers similar to how myLot does, or would you run a solely non-profit web site? What ideas do you think you would bring to the table to make a totally new site fit for Web 3.0?