The Twitter ecosystem may be changing constantly, but most of that comes on the back of individual developers and outside companies. They beat on Twitter APIs to create new products that may win them glory, recognition or cash. Over the past month, though, Twitter itself has gotten into the game, releasing or announcing a handful of new features.

A new function for "retweeting" (echoing another's tweet to your own followers), changes to how trending topics are managed, and the ability to create lists are new tools intended to engage users ... on the Twitter.com website. Considered within the context of Twitter's changed terms of service this year, the upgrades may be part of a broader ad-based revenue plan.

While eBay (NASDAQ: EBAY) has been working hard to manage its marketplace in a trying economy, its PayPayl business has been growing comfortably and could become the company's biggest earner. For the past two years, eBay has focused on improving the look of its website and helping buyers and sellers to get along in a virtual world built entirely on trust.

In the background, though, the segment of the business that moves money from Point A to Point B has been on fire. Even with payment processing competition from Amazon (NASDAQ: AMZN) and Google (NASDAQ: GOOG), PayPal has been able to do more than hold its own.

Company attitudes toward social media sites vary. Some swing the doors wide open, allowing employees to tend to their Facebook farms and update Twitter statuses throughout the day. Others lock 'em down, keeping non-business site access to a minimum.

A recent study found that, in the United States, 77% of employees with Facebook accounts check in with the community from the office. And, the amount of time they're spending in this part of the online world is growing. In the United Kingdom, another study found that 57% log in regularly from work, costing their employers 40 minutes a day.

Philip Wicks, a consultant at Morse PLC, a technology research firm in London, "It isn't just something you can do for half an hour during a lunch break but all through the day and because of that, it has a huge impact because people aren't necessarily concentrating on what they should be doing during the day." He estimates that this translates to lost productivity of $2.25 billion a year.

It seems like the obvious move would be to block the sites, but William Beers of PricewaterhouseCoopers disagrees. "Instead of trying to shut it down, I think we should try to embrace these technologies, put in a nice policy that governs it and explain to users the risks related to it, provide some training and then see what business benefits we can have from it," he said.

Once upon a time, retailers measured success by the number of people walking by in the mall, how many entered the store, the percentage they spent, and basket size. Now, a world of zeroes and ones has changed their perspective entirely. Social media is expected to be the star during the coming holiday season, with retailers pushing Facebook, YouTube, and Twitter content to get in front of consumers and affect either online or in-store purchases. Smaller Christmas budgets are expected, so the fight is on to garner as large a share as possible of a shrinking pie.

Of course, nobody would come out and say, "Social media is nonsense, and I'm not getting anything for my investment." So, when the likes of Starbucks (NASDAQ: SBUX), JCPenney (NYSE: JCP), and Target (NYSE: TGT) say that social media is connecting them with their customers and leading to more effective campaigns and product launches, do take it with a grain of salt. What can't be ignored, however, is that they're committing more resources to social media marketing, even though it's still far too soon to tell if it will be effective.

Your e-mail account is a goldmine. Technology companies push hard to keep your data secure, but there are plenty of scumbags out there who always seem to find a new way to gain an edge over the guys in white hats. Phishers, in particular, are eager to find new ways to profit from your identity and information, and they're getting some new tricks.

Phishing scam activity was quiet at the beginning of this year, according to a report in USA Today, but these attacks surged 200% from May through September, says the X-Force team at IBM (NYSE: IBM). Webmail, social media and gaming accounts are their primary targets. E-mail access, in particular, is highly sought after, since they can be use to push out spam ... while bypassing filters.

These "virgin" e-mail accounts command top dollar: a digital criminal can pick up as much as $2 for a clean account from Microsoft (NASDAQ: MSFT) Windows Live, Google (NASDAQ: GOOG) Gmail, Yahoo (NASDAQ: YHOO) YahooMail or AOL (NYSE: TWX). This is more than twice the amount typically paid for a stolen credit card account, according to Fred Rica, principal in the security practice at PricewaterhouseCoopers. Many webmail users actually do half the criminals' job for them, with 33% using just one password online and 48% using only a handful.

It was still a good idea for News Corp. (NASDAQ: NWS) to buy MySpace.com over fours years ago for a little more than half a billion. The social media network still brings in decent ad revenues, even though it is out of the popular fad culture of social media. That space is now owned by Facebook and Twitter. But then MySpace CEO Owen Van Natta says that his company is "fundamentally different" than Facebook -- as in a special experience providing entertainment content -- those words could come back to haunt him.

As will words like "I really don't view Facebook as a competitor." While it's true that Facebook and MySpace go after two types of online social interaction, they are both vying for many of the same customers in a large crossover audience. Teens, 20-somethings, and others are very fickle and many use both social networks. The two may have different goals, but they are competitors.

Traditional retailers haven't exactly embraced online sales channels. Sure, they all have websites, and they sell varying amounts of merchandise through them, but they've been slow to tap into the potential. When I was watching the space as an analyst at a major consulting firm (admittedly, back in 2007), many retailers equated a website to a new store opening. Finally, however, this industry is starting to see the potential of this venue, particularly when it comes to tracking consumer behavior.

When the CEO of Macy's (NYSE: M), Terry Lundgren, says that online sales are only good for 6% of last year's total sales, it's a hint. The translation: "We focus on where the revenue is" is much different from "We focus on where the revenue could be." Aeropostale (NYSE: ARO), on the other hand, sees the upside of playing in the online space, which is where it saw revenues spike 85% last year. Aeropostale has seen increases in traditional venues too, but nothing like what it's realized on the web.

So, maybe there's something to this internet, after all.

Where do you tweet? When? More important, what's normal? Are you some kind of freak?

A recent Gadgetology study by Retrovo.com, a consumer electronics shopping site, seeks to ascertain where the line in the sand is in regards to social media use (and overuse). If you're 35 or younger, regular use of sites such as Twitter and Facebook is common (big shock, right?). It looks to Retrovo like a new addiction may be taking root.

Sergey Brin claims that Google (NASDAQ: GOOG) didn't try to buy Twitter. The co-founder of the search engine giant made a surprise appearance at Web 2.0 Thursday, where organizer John Battelle asked point blank if he'd made a move for the popular microblogging website.

Of course, Brin revealed his fluency in corporate speak, continuing, "But if companies approach us we definitely consider any opportunities to buy," according to Reuters. A denial doesn't always mean a denial, especially if there were agreements to keep negotiations confidential.

It's tough to take on Google (NASDAQ: GOOG). The search engine behemoth owns 65% of the U.S. search market and has a commanding brand presence. Yet, the software maker up the coast isn't known to give up easily. Microsoft (NASDAQ: MSFT) has cut a deal with microblogging site Twitter that should give it an edge in the battle to harness data and make it easier to find. A new deal will feed all those tweets into Bing, the Microsoft search engine.

Twitter is giving Microsoft full access to its data, in a deal announced Wednesday. Bing will provide search functionality for Twitter that you won't find in Google, which seems to have been outbid for the rights to the "tweet-stream." Under the deal, Bing will be able to index and display the tweets almost immediately as they are posted.

A new executive team is trying to bring MySpace back to its former glory. By focusing on music, videos and games, it hopes to recapture some of its luster. With the MySpace refugees mounting, it's time for some new blood to make some brilliant, future-changing decisions. This week, the company is holding a conference for its global ad sales team to explore ways to bring in traffic and beef up ad spending.

MySpace is poised to haul in $495 million in ad revenue this year, down 15% from last year's $585 million, according to research firm eMarketer. In August, MySpace attracted 64.2 million unique visitors from the United States, off 15% from August 2008, according to comScore, while Facebook pulled in 92.2 million unique U.S. visitors – up more than 100% year-over-year.

What do you do when you're wildly popular, face increased costs due to that popularity, and have no discernible way to make money? Call Microsoft (NASDAQ: MSFT) and Google (NASDAQ: GOOG), and let them fight over the right to solve your problems for you. Twitter, the off-the-charts hot microblogging site, is said to be in advanced talks with both titans of the technology industry about giving them access to its data feed, according to an All Things D report (via Reuters).

The hope would be for either company to use the Twitter feed data to improve its search engines, with a goal of "real-time search" -- which translates to sifting through the torrent of tweets posted every second. The deal structures on the table vary, from a multimillion dollar licensing deal to revenue-sharing programs that would give Twitter a taste of the ad cash generated by Microsoft or Google from its use of the Twitter data.

Twitter's much-hyped $100 million round of financing closed Friday, cementing the company's (illiquid) value at $1 billion, though Twitter itself would not confirm the amount. T. Rowe Price and Insight Venture Partners participated in the deal, as expected, which is believed to be a precursor to an eventual liquidity event -- such as an IPO or acquisition.

In a way, it feels like 1999, where you have investors rushing to invest in high-profile companies, despite the absence of revenue models. Yet, Twitter may not be as bad off as the traditional folks think, especially if the goal is an acquisition. The company does say that it's pursuing revenue via corporate accounts. But, it's been saying this for a while, and we haven't seen anything yet. Also, it's leaving open the possibility of running ads on the site, though this wouldn't happen within the next three months.

Twitter is on the brink of nabbing another $100 million in financing, according to the New York Times. This would value the company at $1 billion, bringing back memories of outrageous valuations without corresponding revenue.

Insight Venture Partners and T. Rowe Price are said to be involved in the transaction, which would put them with Spark Capital and Institutional Venture Partners as investors in the popular microblogging site.

Evan Williams has a knack for creating the "next big thing." Back in the late 1990s, he developed the prototype for blogging, which became Blogger.com. Williams sold it to Google (NASDAQ: GOOG) in 2004.

A few years later, Williams struck gold again: he started Twitter.

And, it looks like this one is going to be a mega blockbuster. According to a report in Techcrunch, it appears that Twitter is raising $50 million -- at a whopping $1 billion valuation. The company's last round came in February, at a valuation of $250 million.