Evolution of the social web

Masters of Social Media

Jon Lebkowsky and Dave Evans have been working with web technology and strategy since the web first appeared. Both are acknowledged thought leaders at the forefront of development of what we now call social media.

Jon Lebkowsky has two decades' experience with Internet-based communications, and was cofounder of the first company built as an Internet community. He was also involved in conversations and strategic thinking around the inception and evolution of blogs and other social media and the evolving "web 2.0" concept in the 2000s. He was cofounder of the successful web consultancy, Polycot Consulting, and was coeditor of Extreme Democracy, a book about political uses of social technology. Learn more at Wikipedia.

Jon Lebkowsky's personal blog

Dave Evans is the author of Social Media Marketing an Hour a Day. Dave has extensive marketing and advertising experience through his work with GSD&M, Progressive Insurance, and his own web consultancy, Digital Voodoo, founded in 1994.

Dave Evans' personal blog

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Ride the Cluetrain

Jon Lebkowsky was a signer of the Cluetrain Manifesto in 1999, and has continued to advocate its principles.

"...learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about 'listening to customers.' They will only sound human when they empower real human beings to speak on their behalf....employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets."

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By jonl | November 3, 2009

At Social Web Strategies, we’ve been saying that the future of the social web includes data portability. An April Forrester report drew the same conclusion.

Today’s social experience is disjointed because consumers have separate identities in each social network they visit. A simple set of technologies that enable a portable identity will soon empower consumers to bring their identities with them — transforming marketing, eCommerce, CRM, and advertising. IDs are just the beginning of this transformation, in which the Web will evolve step by step from separate social sites into a shared social experience.

Brian Solis at Social Media Today writes about Forrester’s report, saying that social networks are evolving into a social operating system, and that “social networks and sites will recognize the preferences of users, but more significantly, they will also recognize personal identities and relationships to customize the experience based on preference and behavior….I believe that the combination of semantic and collective intelligence systems will improve the content and overall interaction within sites and social networks over time.”

None of this is really news, maybe clarification. I was in conversations with Tim O’Reilly and others in the early 2000s that acknowledged that the Internet/Web was an operating system and inherently social. Those conversations led to the paper Tim and Dale Daugherty wrote that loosely defined concepts labeled “Web 2.0.” The Data Portability Project kicked off in 2007, and we’ve been trying to get our heads around individual data management since the 1990s (thinking of P3P). Thinking about the semantic web has been brewing since the turn of the century. Various data interchange formats and semantic web projects have emerged since then.

What’s interesting in Solis’ piece is the concept of SRM – Social Relationship Management – vs Customer Relationship Management and Doc Searls’ idea of Vendor Relationship Management. CRM and VRM combined make a whole greater than the sum of its parts. We get to a point where customers and vendors are transparent to each other, and are part of a larger social ecosystem that can facilitate authentic and symmetrical relationships. Solis says

The biggest opportunity for the expansion of social networks is to build bridges between these isolated islands to deliver a more fulfilling, meaningful and productive experience. As I see it, we will start to see a the social web not as a collection of distributed islands, but as one greater collective better known as a human network – a contextual and relationship-based network that consists of like-minded individuals no matter where their profile resides.