It’s not the content…

One of Cory Doctrow’s quotes resurfaced the other day:

    “Content isn’t king, conversation is. Content is just something to talk about”

Now discussion regarding social interaction with brand or publisher often isn’t concentrating on the possibilities from the perspective of consumer interaction and group dynamics. It’s based on available content. Which will get us nowhere.

I certainly think participants want to be apart of something, but I don’t think it’s the content….

And building arenas we need to think of how to create the dynamics and incentives for participation around the Social Object (the common interest), not concentrate on the social object itself.

Human dynamics is key, content… is just something to talk about.

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