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With the growing popularity of social networking, traditional Internet Service Providers (ISPs) and telecom operators have both started exploring new opportunities to boost their revenue streams. The efforts have facilitated consumers to stay connected to their favorite social networks,be it from an ISP portal or a mobile device. The use of Web 2.0 technologies and converged communication tools has further led to a rise in both user-generated content as well as contextual information (i.e. rich presence) about users - including their current location, availability, interests and moods. In this evolving landscape, social networking players need to innovate for value-centric usage models that increase customer stickiness,along with business models to monetize the social media. To this end, we present R-U-In? - an activity-oriented social networking system for users to collaborate and participate in activities of mutual interest. Activities can be initiated and scheduled on-demand and be as ephemeral as the user interests themselves. R-U-In? leverages contextual modeling and reasoning techniques to enable ldquosocial searchrdquo based on real-time user interests and finds potential matches for the proposed activity. Further, it exploits next-generation presence and communication technologies to manage the entire activity lifecycle in real-time. Initial survey results, based on a prototype implementation of R-U-In?, attest to the promise of realtime activity-oriented social networking - both in terms of an effective collaboration tool for value-oriented social networking users and an enhanced end-user experience.