Techcrunch has a pretty fantastic interview with Mark Zukerberg, CEO and Co-Founder of Facebook. While the whole interview is definitely worth the read, the following part resonated strongly with me:
One thing that I think is really important that I think is context for this, is that I generally think that most other companies now are undervaluing how important social integration is. Right, so even the companies that are starting to come around to thinking, “oh maybe we should do some social stuff”, I still think a lot of them are only thinking about it on a surface layer, where it’s like “OK, I have my product, maybe I’ll add two or three social features and we’ll check that box”. That’s not what social is. Social – You have to design it in from the ground up.
Off late the “social integration” tier of a lot of the new services tends to be “publish this activity to Twitter or Facebook”, and that gets old really fast. Its why I have updates from services like FourSquare set to be filtered out of my Twitter stream. Thankfully Tweetdeck makes it really easy.