The warmth of ‘Social Objects,’ or why you care about Twitter


If social media will soon be like air, why are we still huddled around brands? Think of the irony. While everyone is hyperconnecting via wireless internet, we still use 1950ish big brands to deploy ourselves. MySpace. Facebook. YouTube. Flickr. If something new comes along with slightly better features, we’re not sure we want in, cause man, we love the Twitter brand.

Hugh MacLeod suggests that humans may need brand focal points to begin social conversations. MacLeod calls these points “Social Objects,” or devices similar to a bottle of wine or campfire that people tend to gravitate around … objects that somehow begin the social process.

MacLeod writes, “Social Networks are built around Social Objects, not vice versa. The latter act as ‘nodes’. The nodes appear before the network does … granted, the network is more powerful than the node. But the network needs the node, like flowers need sunlight.”

Maybe there’s hope for Facebook monetization yet.

(Photo: Jeff Casillas)

One thought on “The warmth of ‘Social Objects,’ or why you care about Twitter

  1. Nice post – I’ve been thinking about this very thing for the last week as well…

    “Social Networks are built around Social Objects, not vice versa” – reminds me a bit of the mysterious obelisk in Space Odyssey…it was the obelisk that made it all happen, not those pesky chimps.

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