I read this article about social networking entering the enterprise and i couldn’t help but hold my head in dismay.
I love social networks. They are a part of all of our daily lives and i’m in awe of the sociologists who have dedicated themselves for so many years to figure out how people negotiate them. But as more and more technologists take on the social networks meme, they continue to mutate the concept and thus destroy much of the underlying theory that relies on certain fundamental ideas about interaction.
For me, this creates a linguistic-conceptual nightmare. With every meme that emerges in the tech world, i’m amazed at how much gets attached simultaneously to one concept or phrase. Identity, blogging, social networks… My auto-reaction is to constantly and continuously unpack what people _mean_ when they use these terms. This has become quite challenging lately because the reason people collide them in their heads is to make metaphors work. I never realized how important these metaphors are to people’s ability to construct technology.
The first two of my examples are easier than social networks. As a term, identity is often used to mean authentication. Sometimes, it is meant to mean social stature; sometimes, reputation; sometimes, the more classic psychological notions of one’s id/entity. Blogging has come to represent people who blog, people who journal, people are embedded in the blogging culture (and lately, i’ve watched it get further extended to discuss anyone who updates a site regularly). [One thing that continues to amaze me as i meet self-described ‘bloggers’ is how often they don’t realize that most people’s goals in blogging are vastly different than their own…]
Social networks are harder to tease apart because it’s the framework that’s different, yet there is an expectation that the classic theories apply. Until new theories are developed to address the digital social network tools, it’s quite a bit harder to unpack this concept, to discuss why it’s different online than off. Of course, that’s my job….