Balls to it! (a Whatley rant-a-thon) Part 4: The thing about Facebook
It’s a Social TOOL – not a SOCIAL NETWORK!
As I’ve previously stated, I’m a huge fan of Jyri Engelstrom, creator of not only Jaiku but also the dude to first come up with the theory of Social Objects. I could explain what they are – but Hugh MacLeod, he of Gaping Void fame (read his website – it will change your life) has already nailed it to the wall better than I ever could. So go.
Read. Read some more. And get yourself an education.
EDIT – someone else who gets it: Russell Beattie
So yeah – facebook is a social TOOL. People throw objectives like: “We need to make money out of these social networks…”
To the point actually where recently I was
unfortunate enough to be invited along to the Telecommunications Executive Network evening (a ‘TEN’ event) which was subtitled:
“Social Networking: What’s Telcoms got to do with it?”
And it was all tally ho and where’s the money and ad-sales this and monetization that… but everyone just seemed to miss the effing point.
To the point where I raised it as a question:
“Good evening. James Whatley, SpinVox… There’s a school of thought that the money is not in fact in Social Networks but in fact Social Objects. Here we are in this room and I know maybeeee… one or two people here. They aren’t in my social network and I doubt very much that I am in theirs. But here we all are gathered here tonight around this Social Object. The network builds itself around it. The money, therefore… is in the object. Not the network. If you build it they will come. Your comments please?”
Well – that went down a treat!
(especially as the last question of the evening!)
The following exchange:
The guy from Ogilvy: “Is that yours? I’m stealing it…”
Me: “Er no. Actually it’s Jyri Engelstrom’s. Co-founder of Jaiku…”
Ogilvy: “Ah.. see! Another Aggregation site!”
AN AGGREGATION SITE?! AAAAAAAAARGH!
That. Says. It. All.
Ahem – anywhoo – that was a lovely evening.. 🙂
I was clearly the youngest person in the room and yet I felt completely out of my depth.
And in this instance being OUT of my depth meant swimming around in the shallows…
But hey – let’s not
bitch moan – it was a very good evening… and I was known at the canapés afterwards as ‘The Social Object Guy’ which was quite amusing…
But yeah – Social Objects. They are what form the foundations of Social Networks. Plant the seed of a network with a Social Gesture from your Social Object.
Again – as Hugh Macloed rightly points out – it ain’t Rocket Science.
I seem to have gone off on a tangent… Where were we? Oh yeah – things that are annoying me online…
Err… I’ve had my Mobile Web Rant elsewhere… and I’ve raged about facebook to the nth degree…
No. I think that’s it.
For now anyway…