■ WEEK 5: SOCIAL INTERACTIONS
Week 5: Social
In Chapter 9, “Social Platforms,” I presented
personal and business networks along with white-
label services through which you can build your
own social spaces and applications. In Chapter10,
“Social Content: Multimedia,” and Chapter 11,
“Reviews, Ratings, and Recommendations,” I
presented the content that people create on the
Social Web, content ranging from casual, short-
burst conversations on Twitter and personal
reﬂections like ratings and recommendations to
more thoughtful blogs, reviews, conversations,
You can think of these as the nouns of the
Social Web, the people, places, and things of inter-
est to those who posted them and as well to those
who commented on them and shared them with
friends. This chapter is about the verbs, the con-
nective threads that tell you what’s happening.
Connecting the Dots
Managing Social Information
The Main Points
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c h a p t e r 12: WEEK 5: SOCIAL INTERACTIONS ■
Connecting the Dots
Social Interactions — the third big collection of channels making up social media —
consist of the messages, feeds, and emails that ﬂow as social content is created, discov-
ered, consumed, repurposed, and shared. I used the expression “connective threads” in
the introduction: on the Social Web anyone can make something and put it out there.
But if no one knows about it, how social is it? The updates, feeds, and emails — the
connective threads — tell you to go look, that something new is waiting for you.
Taken together, these activity indicators become social content in and of them-
selves. They not only represent and carry information, in many cases they are the infor-
mation. For example, consider Seesmic, a video conversation service. Using Seesmic,
you create and post a new video or video reply, and instantly it’s also pushed over to
Twitter where people see the title of your video as if it were a post like any other. This
secondary notice tells the participants in communities outside of the one you are in
right now — in this case Seesmic — what you are doing at this moment, but some-
where else. That is social content, just like any other post on Twitter. This kind of
information is what increasingly powers the Social Web, pulling people together and
driving conversations, including those that you are interested in as a marketer.
As a more general example of the tools that make it easy to follow what’s going
on around you, consider FriendFeed. FriendFeed simultaneously aggregates, organizes,
and then directs information about social content from those who create it toward
those who want to know about it. FriendFeed provides pointers to nearly all of the
content that those around you create — Twitter posts, Flickr uploads, and more.
What’s the beneﬁt of a tool like FriendFeed to you as a Social Web participant?
Instead of visiting a dozen places to see what someone that you may be interested has
done recently, you subscribe to them via FriendFeed instead. When you see something
new that interests you in the feed, you can jump directly to that content. Otherwise, if
not interested, you just continue doing whatever you were already doing,
Through tools such as FriendFeed, Social Web participants are able to manage
very large amounts of information: the updates literally ﬂow to them, as they happen.
As a marketer, you can efﬁciently follow the inﬂuencers that matter to you. It’s a lot
Note: I have used Friendfeed in this chapter as an example of the services that simplify the use of social
updates. Ping.fm and SocialThing are worth looking at too. If they’re in beta, request a beta code from a friend.
You can usually find someone in your Twitter following who can set you up with an access code.
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