Social Media

Keys to the Gates (of Social Media)

Written by Clarence Smith, Jr. and Chris Brogan

It all started out with a problem: Chris wanted to better use and see the data inside Twitter. He started an IM conversation with Clarence, asking about some Linux commands, but then we found that it was something bigger, something more involved, and definitely not related to the original problem we started to solve. What follows is a mash-up post by Chris and Clarence about some of what we came up with talking about Twitter and data in general.

Twitter is a Haystack

Technically, you can use Twitter in two forms: as a big fat IRC chat room, or as a tiny, laser-guided way to stay in touch with a select few. What Twitter doesn’t do well at all is let you do both. (This comes from Chris, who follows 2,500 or so people so far.) Twitter is, in this case, like a big fat IRC channel, and the benefit is that you can opt-in everyone who gets access to that room. The negative is this: conversational flow doesn’t mean always following every single thread of conversation. Imagine it this way.

You’re at a party with, say, 50 people. 10 of them are talking about software. 10 are talking about something local. 10 more are just enjoying each other’s company. 10 are reading a newspaper together and sharing what they find interesting with everyone. 10 more are just all over the place.

In real life, you, as a party-goer, might LIKE all these people, consider them your friends, think they’re swell. But you’d only be engaged in one of those five activities at any one time. Sure, you’d thread in and out of them, and sometimes, there’d be a conversational crossover, but overall, you’d sample each of those discussions one at a time.

That’s not how Twitter (and by “Twitter,” we mean *.* social network) works.

One Problem: Friends

That pesky word “friend” again. It messes up a lot of this experience. Because what if we consider you a friend, but don’t want to interact with you on Twitter or Facebook, or whatever? What if the things you like to Twitter about (your dog, your car, your dining habits) aren’t something I find interesting? I like YOU, but maybe don’t have much connection to your tweets. There are symbols here. If I drop following you, am I dropping you as a friend?

The whole notion of friendship as it relates to online social networks is fascinating. If friendship equals making a connection via networking, then conceivably everyone is your friend! The loose weak ties we initially establish online are valid connections that are made by relating on our varying flavors of interests (or oftentimes recommendations based on our perceived interests). Everyone, however, places a different weight and expectation on friendship, so our perceptions may not match perfectly when you consider the nature of social networks (like Twitter).

Follow the Yellow Brick Road (and not “Dorothy”)

The interesting-ness of any social network (and the usefulness of the network) is more obvious when there is a solid flow of interesting conversations happening around you. The problem arises when the people you follow are initiating and participating in conversations that you do not find interesting at all. Is it really important to follow the friend (Dorothy), or to follow the conversation (the Yellow Brick Road)? Or both?

The social impact that the common word friend implies can quickly skew the signal-to-noise ratio when you consider the fact that even if you are appreciative of someone as an interesting person overall, following them (for the sake of following them) will not always lead to a conversational value add. Said another way: I might like YOU, but not be into every little thing you are into.

Interestingness Gates

One thing we talked about in our IM conversation was that there are situations where each of us become interesting and relevant to others, and we want to be part of THAT conversation, but might want to skip following other conversations. The term Clarence and Chris came up with were “gates.” How could we “open” our gate for when we’re at the same conference and don’t want to miss out on that talk, but then “close” the gate when you’re back home in Mudville talking about your cats? How can we catch your tweets about social computing but skip the tweets about being stuck at JFK for a 3 hour delay?

It’s not that YOU should have to twitter differently, but rather, we should have a way to adjust the lens on what comes through our “interestingness” gate. And of course, this is all relative to whatever you’re interested in, who, and often times where. For instance, if we’re visiting Seattle, we might want to get MORE about the area around us than less, in case something newsworthy is happening (like avoiding a traffic jam).

Let us stop for a moment and acknowledge that human beings can only handle so many inputs at one time and when it becomes necessary to siphon off the flow of conversations, it is usually other human beings that suffer. Why? Because socially we all want to connect and bond over what we find interesting. Social networks are more useful when they facilitate conversations and the concept of gates allow us to channel only those conversations we would find interesting. Take away the semantics of friendship as it currently stands (i.e. collecting friends in order to remain close to possibly interesting conversations) and you begin to understand why managing inputs through these gates makes sense.

How do we on/off the conversational flow of people in such a way that we receive more of what’s interesting to us (again, very relative), without it signifying anything negative about a person?

Keys to the Gates

In order to sanely manage the flow of interesting conversations vs. conversations that are less so, a social network would need a set of specialized keys to the gates. The most important key is being able to identify conversations that are worth participating in — i.e. those you find interesting. The key is not the friend, but, the subject matter. Secondly, being able to opt-in to the conversation becomes crucial. If at some point the conversation becomes less interesting, you simply opt-out. You may, however, want to keep your eyes on the conversation from afar and that is when threads begins to make sense.

Why can’t we have a system that’s partly like Flickr’s “interesting” and “favorites” system, that helps train Twitter (and other networks) to predict which conversations will matter to us? Something more than keywords. How do we apply this same thinking to the people we currently “follow?” What if Clarence loves when Chris talks about data centers, but doesn’t care about Chris’s current trip to New York City? How could we “gate-on” based on information, and then “gate-off” when the interestingness vanishes?

Clarence said something interesting about this in the IM conversation. He said that following those parts of a person’s stream that you find interesting would probably do more to grow online friendships than following the person specifically. Follow the Yellow Brick Road, not the Dorothy, he said.

Conversations Not Floods

The thing is this: being part of a social network means flooding ourselves with information. We get EVERY thought and idea posted by people. How could we build tools that turn on and off our view of someone’s Twitter stream based on things like: location, context, content? And then once we understand that in the format of Twitter, where ELSE could we put these tools? How do we take the flood of social conversation on the Internet and tune it to be more interesting to us?

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