Social Object


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Presentation at Facebook Developer Garage in Miami on Nov 10, 2007. These principles of Facebook app design help when rethinking social relationships as centered around objects.

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Social Object

  1. 1. Social Media 10 principles for Social Object design Alex de Carvalho
  2. 2. Brazilian – Finnish / diplomatic childhood High school and college in Miami (UMiami) Last decade in Europe / INSEAD MBA / Adj. Prof. at UMiami on “Social Media” BarCampMiami /
  3. 3. 10 principles for Social Object design 1. kiss: keep is social, stupid 2. define the objects of sociality 3. objects invite play 4. to play, to stroke 5. multiply the actions 6. asynchronous interaction 7. mind the bacn 8. set the ‘dun’bar higher 9. reputation display 10. building social capital
  4. 4. 1. kiss: keep it social, stupid “Social” “Traditional” Media Media
  5. 5. paradigm shift Ptolemaic Heliocentrism System Sun Earth
  6. 6. quot;If there were a real proof that the Sun is in the centre of the universe, that the Earth is in the third sphere, and that the Sun does not go round the Earth but the Earth round the Sun, then we should have to proceed with great circumspection in explaining passages of Scripture which appear to teach the contrary, and we should rather have to say that we did not understand them than declare an opinion false which has been proved to be true. But I do not think there is any such proof since none has been shown to me.quot; - Cardinal Robert Bellarmine, c.1633
  7. 7. “Traditional” Media Newspapers Magazines Television Radio Books CDs DVDs A box of photos Physical, paper mail and catalogs Yellow Pages
  8. 8. “Social” Media • The [“Traditional”] media above can’t be changed. A newspaper can’t magically change its stories, even if society decides something in them is incorrect. • You can interact with my blog. You can leave a comment • You can get some sense of the popularity of my stu in real time. • With the “new media” you can look at my archives and see all posts. • Here on my blog I can mix media. A post could contain text, audio, video, or photos. • Here on my blog I don’t need to convince a committee to publish. • The new media is infinite. (time, space, schedule) • The new media is syndicatable [sic] and linkable and easily reused. • The new media can be mashed up with data from other services. Robert Scoble,
  9. 9. Social Media Blogging Social Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging
  10. 10. small world phenomenon Stanley Milgram examined the average path length for social networks of people in the United States. The research revealed that human society is a “small world” type network characterized by shorter-than- expected path lengths. Illustration: Laurens van Lieshout
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  12. 12. “A Social Graph is good at representing links between people but it doesn’t explain what connects those particular people and not others People don’t just connect to each other. They connect through a shared object.” Jyri Engestrom
  13. 13. Graph: GustavoG
  14. 14. Karin Knorr-Cetina “the rethinking of sociality along lines that include objects in the concept of social relations.” KNORR-CETINA, K. BRUEGGER, U. (2002) Traders' engagement with markets: A postsocial relationship. Theory, Culture Society, 19, 161–185.
  15. 15. “The services that we love to play with allow people to socialize around objects” Flickr YouTube Blogging Twitter “Think about objects as the reason why people get in touch with each other” Jyri Engestrom
  16. 16. 2. define the objects of sociality Photo: calero|photography
  17. 17. shared interests, shared passions
  18. 18. memorable moments
  19. 19. Graph: GustavoG
  20. 20. 3. objects invite play
  21. 21. 4. to play, to “stroke” Photo: MyTwistedLens Photo: calero|photography
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  23. 23.
  24. 24. 5. multiply the actions Invite Print Send Share Buy Bite View Tag Embed Save Collaborate Poke Comment Group Add Attach Trackback Favorite Shout Forward Hug Link Cluster
  25. 25. 6. asynchronous interaction
  26. 26. 7. mind the bacn Photo: Patrick Haney
  27. 27. 8. set the ‘dun’bar higher
  28. 28. 9. reputation display
  29. 29. 10. building social capital
  30. 30. Show us your social objects! Alex de Carvalho