Social objects exist as the connectors between participants. Remember, without a social object, there is no reason for a conversation to exist. Without a social network the conversation that might otherwise exist is hampered, but the (smaller) conversation still occurs. The two work together through a social application like Twitter or a support forum to facilitate participation and engagement
Whether you’ve built around a lifestyle, passion, or cause, or you have more tightly defined your presence around a brand, product, or service; the payoff comes when you tie your business into it by being relevant rather than being loud. Recall that the Social Web is built around open and transparent participation. Leveraging a social object is best done by operating from the perspective of a genuine participant rather than assuming center stage as a contrived actor.
The most basic role of the social object is driving conversation. In the business applications discussed previously, the social object brings participants together based on a common interest around which a conversation occurs. It also provides a relevant context for a brand, product, or service. Pepsi’s The Juice program built around its low calorie,
All-natural Trop50 orange juice provides an example of the central role of the conversation in a social setting, and the role of the social object—women’s health and well-being—while clearly tying the customer and product together.
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This clear connection is important: Recall that a basic fact of social media is that in comparison with traditional media, it is harder to interrupt. This differentiator plays out in two ways: First, because it is harder to interrupt the activities of participants directly—
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Like the way you can interrupt a TV program with an ad or an online page view with a pop-up—your activities with regard to your business objectives have to have an obvious relevance. Otherwise, you’ll be ignored (best case) or asked to leave (worst case). The Social Web isn’t a marketing venue, though it is a very powerful marketing platform.
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