Eric Mathews, co-founder of Mercury Technology Labs and LaunchMemphis, introduced the Expeditionaries to what he called the new digital divide. Currently we use the term to refer to the haves and have-nots of basic web access; the “new” digital divide would refer to the split between the haves and have-nots in the social media realm. The tweeters and the non-tweeters, the Facebookers and, well, surely there’s someone out there who’s not on Facebook.

An even closer look at the divide reveals more distinctions in levels of access or activity, Mathews said, with smart phone users landing at the high end of the spectrum, non-users at the opposite end and levels of involvement in between, from the person who is always attached to social media to the person who uses social tools occasionally through other web platforms. That idea — the integration of social elements in non-social web presences — is what Mathews called “social light.” The concept, alongside location-based services and niche social networks, is where Mathews predicts the money-making will be for web entrepreneurs in the immediate future.

To illustrate the point, Mathews introduced the group to four Memphis-area start-ups: Mark’s Menus, Into Outdoors, Xtrant and NRange. Each company is using one of the tools he mentioned, whether light social, LBS or niche networks, and the results are measurable and impressive. Into Outdoors, a niche network for hunters and anglers, is just peeking out of beta and already has more than 1,200 fans on Facebook and six advertisers who want to get on board, site unseen.

Another of the start-ups, Xtrant, is a social network for the enterprise, a topic that was explored further during the core conversations following Mathew’s presentation, along with WordPress and Facebook in 2010. If you’re interested in learning more about start-ups and technology/entrepreneurship in Memphis, check out Mathews’ Mercury Tech Coffee, happening every Monday at 7:30 a.m. at Republic Coffee.

You can also hear more from Mathews later this month when he’ll be appearing on the Expedition podcast (in the meantime be sure to check out this week’s episode featuring Thom Rigsby — you can find it here later today). In other podcasting news, our first Core Conversation of the year happens tomorrow, so join us at 11:30 a.m. to talk about the mobile web in 2010. You can listen here or call and weigh in at  (646) 721-9429.

And don’t forget to check out our Wave to find or post helpful links and continue on conversations you started at a breakfast or tweet-up. For now, just search “Social Expedition” in Wave or contact @SMExpedition on Twitter for an invitation — we’re working on a way to make it more easily accessible to all interested Expeditionaries soon!