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“Social Objects” = Word of Mouth Topic

Hugh MacLeod is writing some great stuff on the them of social objects:

The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the first place. That reason, that "node" in the social network, is what we call the Social Object.

The social object is the same as my word of mouth Topic – the reason for the conversation. Without the Topic, you’ve got no word of mouth. Nobody talks about boring companies or products.  Step 1 in creating word of mouth is give people something, anything to talk about.

Read the rest of Hugh’s posts to really understand this.

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