Nonprofessional creation of public online content has outstripped professional content creation of all forms, both online and offline. However, two orders of magnitude more content are created daily to flow through social networks, with as much as two more orders of magnitude still to come as user engagement increases. At the same time, content is diversifying in creation, consumption, and nature. In this talk, I'll cover these trends and their implications. I'll present some research results regarding online communities and semantic structures, and will close with some challenges for the future.