Tuesday, August 20, 2013

On The REAL Social Web

The social networks of today's internet (the Facebooks, Twitters, G+, LinkedIns - FTGL) have barely scratched the surface of our real-life social web, the one we weave everyday.

I believe that in real-life (IRL) social web has three fundamental components:

Roles
IRL - our society's tribes or communities have specific roles, statuses and identities.
FTGL - we know where our acquaintances work, their siblings, we may organize all of them by groups. That's a low-resolution (dyadic, triadic), individual perspective of our social framework.

Rules
IRL - our actions are guided by norms, laws, taboos, customs, shared paradigms.
FTGL - you may have community rules and Terms of Use, but they're not modelling social relationships. They're just there for the legal protection of FTGL.

Interactions
IRL - we give, we take, we negotiate, we barter.
FTGL - Sharing / tweeting / liking / +1'ing are just basic, lifeless, data points, modelling our attention span and browsing patterns for the monetization of the advertising industry. Again, a very low-resolution view on how we act in the social framework.
So what, you say? Entertainment has always been the first monetizable content of any new communication medium. Why should this be different? Well, because you can go much deeper on social modeling, in ways that are incredibly more relevant to our real-life environment - and much more monetizable.

Let's take - doing business. To me, this is the fundamental social behaviour of humanity. After all, business is one of those very few things you can't do alone - you need at least one other person to act as your customer :-) 

So, why is no one modelling the social process of doing business, in all its splendour? It is complex and painful - of course - business entities must be orchestrated internally as well as choreographed externally. But it's doable. The brain and the brawn are there. But there is no compelling vision.

You see BPM (Business Process Management) providers choking on competing methodologies, struggling with emerging standards, crowding the training curriculae, selling overblown tech stacks and expensive consulting timesheets... and then you realize how much of an opportunity has been missed by this industry.

There is a better way.

More to come :-)