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 â€” 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, â€˜oh maybe we should do some social stuffâ€™, I still think a lot of them are only thinking about it on a surface layer, where itâ€™s like â€œOK, I have my product, maybe Iâ€™ll add two or three social features and weâ€™ll check that boxâ€. Thatâ€™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.