The Mechanics of Being Social in Media


Girl_listening_to_radioSocial Media has become a catch phrase that basically describes how we communicate today. We barely think about what that phrase means any more. There was a time not too long ago where most “media” was not “social” but “social media” has been around for almost forever! These days we don’t question what it means to be social and every site, tool, app, service provides some sort of mechanic to make you be part of the “social” ecosystem. In a series of blog posts I want to explore and question the very mechanics we use to be social in each of the major services. What does it mean to you and to me and how do you use it to promote your thoughts, ideas and social networks. But first, let’s set the stage.

“Pre-Social Media”

When we talk about pre-social media, we’re talking about one-way media systems such as radio, newspapers, television and movies. The content was delivered to you and you consumed that content. If you wanted to be social with that content, you burned CDs, created tape collections and sat in darkened rooms chatting about your Depeche Mode obsessions with your closest friend(s).

As a teenager in the 80s/90s, social meant hours watching television together with a friend on the phone while doing homework (yeah, kids multi-tasked before the Internet ;) The mechanics of being “social” in other words, were stateless and manual. I had to know someone, I had to call them and “liking” something was something we did but we could never go back to see/hear what I had said. Sharing was a game of cryptic whispers in the schoolyard or office water cooler

The Network Is Here

usenetOn the new modem networks, Bulletin Board Systems, newsgroups and e-mail were taking off. All these systems carried the state of the conversation and allowed a history but it was not real time. People logged in, had/continued a conversation and then logged off. I personally spent a lot of time on comp.sys.ibm.pm.games.rpg on Usenet. There were personalities; people were helping each other and it was very social. I could communicate back with game developers, I could contribute to the network ecosystem with my content. This was social media, just not very popular and very geeky.

However, the mechanics dictated the way we were social. Firstly we had usernames. This meant we didn’t need to be “real”. Secondly, the systems were coded for you to post and come back to it later. There were no notification systems like we have today. If I posted on a newsgroup, I had to make a point of going back to check on that conversation and continue it. What this meant was only the dedicated and the geeky needed apply. Computers were expensive or the domain of universities; if you wanted to be social online it required significantly more time assessment to follow more than a few threads of conversations or groups of people. This meant tighter niches of individuals and relatively deeper relationships IF you chose to go there even. The systems dictated how we were being social.

Forums and ICQ/IRC

460px-ICQI would argue that much of today’s mechanics in web-based social media derive directly from forum systems of the 90s and the chat systems like ICQ and IRC. Forums continued the mechanics of the Bulletin Board Systems but made them available to a wider audience by using the web. Forums started combining e-mail and other notification systems so that you could effectively communicate and follow larger groups of people and manage greater numbers of conversations/networks. Today, forums are still important methods of social communication. You can leave a message or continue a thread, ask a question to a niche network of people and come back to the conversation as you have time.

Internet Chat systems brought out the idea of “real-time” messaging. Groups of people could be social in real time. Group and one-on-one chat became sophisticated. Even today we use IRC at work as our main social and conversation outlet outside of Skype and e-mail.

What was missing?

We were very social and creating networks or moving networks online but we were missing the “media”. I would argue this is when Blogger and the original blogs really started the movement towards today’s social media. We all started posting thoughts, articles and content on blogs. But we didn’t do it in isolation. We used forums, chat, email and usenet to promote those blogs. Furthermore, the blog was created but you could comment. Suddenly a piece of media was social. You could tell the author what you thought of that content or promote it if you liked it/hated it. The mechanic that truly changed blogs into a social medium was the two-way communication with the ability to “comment”.

The Mechanics of Social

As developers create tools, apps and services, we think a lot about the mechanics with which you communicate and the reasons why a system or piece of communication even exists. The mechanics are dictated both by the product vision and community necessity. If the web had remained as sites with no ability to comment back, we would never have the blogosphere. These days we have many mechanics that we develop or roll out with each product to make it social. Inherently, internally, what we are looking for is increased engagement, a better experience and depending on the product vision, a community that is working together and being collaborative. This translates into a number of different mechanics/systems and tools which you use, sometimes as we, the creators intend, and sometimes in ways we could not imagine!

Each service has different mechanics and different ways of making you be social. Added to the mix now more than ever is the user interface with which you interact with those mechanics. As an example: if it is not easy to “like” you won’t do it. Placement of social interactions matter as much as the interaction systems themselves. We use them unconsciously, but for those building their brands online, wanting to control their online reputation and promote their content; examining these mechanics and how they work is more important than ever.

So what do you think of the mechanics of Pre-Social Media? What forms of communication and media slipped through my mind? Do you still use usenet, IRC and forums?

Next: The Mechanics of Being Social in Twitter

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23 thoughts on “The Mechanics of Being Social in Media

  1. Great write up on looking backwards, how we got here. One area you didn’t address directly was the “walled garden” networks, like the early days of AOL, Compuserve and the like, where you were enabled to engage with people you didn’t really know, and to the extent to which you wanted to be, be anonymous or be known. Looking forward to future posts.

    • Oh yes, I did forget about AOL and Compuserve. Interestingly the social nature of the walled-garden had to do as much with technology as much as they wanted a walled-garden. You needed a central system to contain your social behaviour, databases etc. At the time of AOL/Compuserve, the technology space had yet to be disrupted with cheap web servers, near free data storage and retrieval and simpler programming languages. They needed to create walled-garden applications with which to do what they needed as the open web didn’t have the tools necessary (as we do now). The walled garden approach is also something we psychologically crave yet love to disparage. But yes I’ll get into that more in later posts as we talk about Facebook and the future of Twitter even.

  2. Pingback: The Mechanics of Being Social in Media « Social Media / SEO / Mobile / Digital Marketing News

  3. To answer your question – usenet, IRC and forums – no I don’t. I think “reaction speed” is a major factor into today’s choices, in order to “stay ahead”. So I think that the platforms not just user friendly but also allowing instant notifications/interactions will be favoured. FYI, WP sharing http://blog.dups.ca/wp-admin/options-general.php?page=sharing has also room for G+, Pinterest and any custom service enabled… Shared your great post with many thanks

  4. I don’t use usenet, IRC, and rarely use forums. I agree with the facts you point out in your post, I’m just not sure I get the premise? To me the past isn’t as important as the future. What are your thoughts on what’s next, and where the next big thing will come from?

    • Exactly Jason, it’s important to set the stage with where we came from. What I want to do is to go over each of the networks in turn and look out how they implement mechanics of being social… The premise is all about the mechanics of being social, the systems that create interaction and what they drive in each of us and for us. For example, retweet is a mechanic of sharing, why is it important and what does it actually do etc.

  5. Thank you very much! While I have just opened my eyes into the world of social media, I only wish to add the interaction between internet geeks and ordinary people that helped building public awareness and the importance of video messaging in the years to come.

  6. Pingback: The Mechanics of Being Social in Media | Philippe TREBAUL on LINKED IN (WORD Press)

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