Doesn’t it seem like a new social network launches every day? From geosocial to social TV, from social gaming to social news, it seems like we’re just adding a “social” layer to everything we do, online or offline. As a digital solution for seemingly every facet of human culture emerges, it’s starting to look a lot like...well, human culture, digitized.
We have to ask: how many social networks are people willing to sign up for? Do people want a massive social network with everyone on it or are they more interested in niche networks focused on different passions? Maybe both. Or, maybe we’ll all just get sick of it and start mailing letters to each other again.
To truly understand the human appetite for social, we will open the aperture of understanding social outside just social networks to examine how people are communicating with peers and brands in life as a whole. Some of our richest data today comes from forums or communities. As the world gets more digital and measurable, increasing our ability to capture people, places and things and the various activities and actions one can take within those combinations, the sharing of that information will be an essential extension of social.
This session will explore why people keep signing up for new social networks, look at “social fatigue”, consider evolving human social behavior and, with the audience’s help, create a collective manifesto about how we will put the “social” back into “social networking”.
9th–13th March 2012