The Rise of Social Settings
AUTHOR'S NOTE: Last fall I wrote a post about what I called "Micro-networks". I've been doing a lot of thinking about the evolution of online communities since then, and this post is an updated revision of the idea.
The next significant evolution in the way communities form online is well under way, and it's clear that the focus is on settings: social behavior based not on an ever-growing social graph, but on shared interests and actions at a certain moment in time. (Jason Schwartz calls this the rise of a "social circle" era, but I prefer to talk about "social settings". But I'm not arguing semantics here.)
A "social setting" is any website or app that connects you to other people because you are all doing the same thing right now, in the same place. Yobongo, WatchParty, Planely, ASpaceApart, Hurricane Party, Color, Path and Matchbook are all examples. (Please email me if you'd like to add others to the list.)There are several reasons why social settings are becoming more prominent. One major reason is social network fatigue. People have begun to recognize that many of the "updates" they receive are valueless, and that the larger their social graph becomes the less value they get from it. That doesn't mean Facebook and Twitter are doomed - they will most likely continue to dominate online social connectivity, but there's no doubt that people are looking for ways to connect socially in spontaneous ways that don't require permanent friending or following.
Another reason social settings are on the rise is the advancing capablilty of mobile technology. Being online is no longer antithetical to being outside, now that smartphones and tablets have eliminated the boundaries between your actual, physical setting (a coffee shop, concert, or neighborhood) and the virtual world of social connections (Facebook and Twitter). Where you are and what you're doing right now need never be separate from your online life.
This change in online communities has profound implications for businesses and consumers. They make it possible, for example, for the neighborhood coffee shop to offer specials to customers when the customers are in the immediate area or even in the shop, with the potential to turn a $5 purchase into a $10 purchase every time a customer walks in the door. Consumers, on the other hand, will have many more choices offered to them. Just as online content is served based on a user's clicks, mobile content can be served based on a where a person is and what he or she is doing.
I predict that over the next 12-24 months we'll be hearing a great deal more about social settings (or social circles), but that may be self-fulfilling. I'm moderating a panel on the subject at TechWeek in Chicago this July, and will be posting more on this topic over the next several weeks.
