Comments on: On Object-centered Sociality

By: Elizabeth Weaver Engel, CAE

Elizabeth Weaver Engel, CAE — Thu, 09 Oct 2008 20:03:00 +0000

I think the fundamental issue is that there has to be a reason to bring people together. This is why every time I hear someone say, “Let’s start a socnet (or community of practice)!” my first question is, “Why? Is there any sort of organic desire for these people to find each other?” If the answer is, “No – but everyone else is doing it,” I say, save your pennies/energy to spend elsewhere.

By: Maddie Grant

Maddie Grant — Wed, 08 Oct 2008 01:41:00 +0000

From Chris Uschan via A-list:

"Hi Maddie - I completely agree with this post. A group of people needs something in common (an object) to be the basis for the gathering.

We're association people, right?!? So think about a conference (take ASAE).

Do you think people might just buy an airline ticket, pay a reg fee and fly to some major city to just "network?" They might fly to vegas to party, but to just gather with like people, I don't think so.

There has to be a reason (or an object). At the meeting it could be a workshop or an educational session. Both objects create the basis for the discussion. Now take away objects... what's left? It's a dinner date with no meal at some location... so why are we here?

The object is needed or the conversation will most likely turn to "the weather" (which Tony Soprano calls that the lowest form of conversation BTW) and then the network dies.

When I look at LinkedIn, I see a resume board... connecting people. The bio area allows us to show our selves. 10000000s of people are on in, but is it a real good social network or just an online roladex? I never really used LI to talk with people... it's kind of passive. Now add the Q/A to LinkedIn and it becomes something -- The Q/A is the object!

So as a supplier to associations (meetings), we believe that social media and networks can be successful, but only if you wrap that around something... like a recorded session or the online program (attendees creating discussions about a session before the event)."

-- chris

By: par7133

par7133 — Mon, 06 Oct 2008 18:26:00 +0000

But it’s also true that “An idea repeated with wisdom obtains a great impacts”, so marketing and our own subjective perception have a big role..

By: Miss Lynn

Miss Lynn — Mon, 06 Oct 2008 18:02:00 +0000

As always, awesome.

I ran into this after I started SNAP. Sure it was a great idea right off the bat, but it got away from me and now I’m trying to build in that key object to help people get engaged. SNAP naturally draws people in, but the content has to be there to keep them engaged. Also focusing around and object helps keep your brand in tact and your content connected.

By: Jeff Cobb

Jeff Cobb — Mon, 06 Oct 2008 15:45:00 +0000

Funny - I had this tee'd up to write about as well. (Birds of a feather, eh?) I agree that recognizing the need for an "object" is an important step towards success with social media initiatives. Probably no surprise, but I tend to think of "learning" as a key object. This can encompaass things like "news" and "help," but needs to be be "curated" at a level that takes it beyond mere information flow. ('Cause who needs more information these days!!)

I wrote a bit about this before at Learning
as a Key to Social Media Success. Alas, I did not convince Ben (see comments)

Great post, Maddie. - Jeff