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I love social. I love its honesty and humanity. Wrong social gets caught out very quickly.
Right social is effortless - trying too hard stands out like a sore thumb in what is, essentially, an extension of peoples’ lives.
Design. I keep coming back to it at the moment. A noble, professional craft, mindful of people and their lives.
Experience design, visual design, service design, information design, communication design and, now, social design.
No flim-flam. No smoke and mirrors. Just graft and empathy. A bit like being a vicar without the supernatural stuff.
The Principles of Social Design
The new model has two complimentary parts: The Network Influence Model and the Drivers of Word of Mouth.
The first explains how ideas move through influencers or networks. The second combines the most useful rules of behavioral economics into sets of descriptors that explain why people share.
In their simplest form they serve as valuable rules for evaluating ideas. They can also serve to build belief across an integrated team about the strengths of designing creative ideas meant to stimulate word of mouth.
Journalists everywhere are using it to get ideas for features,” Benji Lanyado, a freelance writer based in London, told me recently.
“Stories appear on Reddit, then half a day later they’re on Buzzfeed and Gawker, then they’re on the Washington Post, The Guardian and the New York Times.
It’s a pretty established pattern.”
Some people are braver than others: like the man who shares his battle with cancer or the woman who opens up about her struggle to land a job. So, yes, there are plenty of examples of self-disclosure taking place online.
Yet, the vast majority of us don’t “go there.”
Our Facebook pages are like a fifties-era sitcom. Sis and Johnny love school and sports and going on vacation. Father’s knows best. And mom is always “That Girl!”
I don’t expect any of us will change this “Life is Beautiful!” approach to social networking but I am calling bullshit. Life is messy and complicated. Relationships implode. People get sick and die. Children are maladjusted.
In the end shit happens all the time. Just not on Facebook.
Oscar Wilde would agree. In “De Profundis,” he wrote, “Most people are other people. Their thoughts are someone else’s opinions, their lives a mimicry, their passions a quotation.”
In the practices of commonplacing and reblogging, this last phrase has literally become true: their passions a reblog.
While Nietzsche warned us about history’s capability to imprison us, Wilde would be more concerned that these technologies could efface our identities and, as a result, diminish our capacity for original thought.
On one’s Tumblr page, consciously or not, one forms one’s identity by appropriating other people’s words and images. And when using a commonplace book, as demonstrated by Justus Lipsius, one undergoes an exercise in recitation, not ratiocination.
Wilde is right — these collections, online or in print, induce a sort of intellectual passivity.

Social networks are subject to reverse gentrification. In traditional gentrification, the wealthy acquire property in low-income and working-class communities, changing the character of their surroundings, forcing up average rents and house prices in the process. The result is a move from a culturally heterogenous community to one that is more economically and socially homogenous.
DISCONNECTING” AND “DISCONNECTED” ARE TWO VERY DIFFERENT THINGS
I know I’m not the first person to recognize this, but much of the charm in “taking a break from the internet” is that you end up viewing the real world through the prism of “I’m taking a break from the internet right now,” and then you get back on the internet to tell everybody about what a good time you had.
A face-to-face coffee date is very different than Facebook flirting, and a really great use of time, but it’s easiest to see the novelty and value of it when you have a Facebook to compare it to.
“Disconnecting” and “disconnected” are two very different things, as I’m discovering.
Here’s a demo of an installation of a piece used for social media monitoring. It was built for an internal PepsiCo conference by StruckAxiom
Here’s a demo of an installation of a piece used for social media monitoring. It was built for an internal PepsiCo conference by StruckAxiom