As a rule, we humans are social beings. We like to communicate with others—to share experiences, opinions, advice and stories. In the old days, we wrote letters filled with news about our family, the community and whatever had occupied our time since the last missive. With email came the ability to send the same information more quickly and save the price of a postage stamp. The next technological advancement, instant messaging, meant that we could chat in real time, provided the other party was online at the same time.
However, it was still very much personal computing. Users were isolated, sitting before a monitor without any genuine connection with others. The Internet was still fairly static, a place where you could go to get information, but the exciting promise of the World Wide Web—a global community interacting with each other—was yet to be realized. Today, we’ve come a lot closer, but I think that we still have yet to really plumb the depths.
Our desire to reach out to more people, faster, has inspired the current generation of social computing. The term is defined by the UCSB Social Computing Group as “the use of technology in networked communication systems by communities of people for one or more goals” but that fails to tell the story.
When most people try to define social computing, they mention Facebook, Twitter, and Wikipedia, along with blogs and forums. These are all elements of social computing, but it is a case of the whole being greater than the sum of the parts. Individually, each part might be impressive. However, when they are all interconnected and able to communicate with each other, it becomes a true phenomenon.
Social computing allows users to communicate with each other, but it also allows them to collaborate on projects that would not have been feasible a decade earlier. Wikipedia is the most famous, but there are numerous “wikis” that allow experts to share information. Some of these are practical in nature, such as a wiki launched by Duke University where mental health professionals can post case histories and research findings to help their colleagues; while others are entertaining—such as wikis that compile information about the popular television shows “Lost” and “The Simpsons.”
Naturally, not all social computing has to be serious in tone. Thanks to Twitter, we can follow the latest celebrity or politician throughout his or her day. Sometimes, we receive more information than we really want to know—to wit, the woman who tweets her every thought. On the other hand, these applications can connect us with old friends and provide valuable real-time information about traffic, weather and local happenings. It is perhaps this multiplicity of purpose that have given rise to the immense popularity of Facebook, Twitter, and similar applications.
Businesses are learning to exploit the trend of social computing. Take, for example, how Ticketline has integrated its website with other elements. Once an event is confirmed, the information is relayed as a tweet. If a concert is rescheduled, that is also relayed through Twitter. On the rare occasion that tickets for a sold-out event become available, Facebook fans are notified almost immediately. Users can sign up to receive alerts on upcoming events or concerts. They can then use their iPhones to purchase tickets. While at the website, customers can book a hotel room or purchase train tickets as well. Ticketline successfully integrates a number of elements of social computing, offering its customers a richer experience.
Companies today that do not become involved with social computing are going to lose out, make no mistake. Remember those companies that, 15 years ago, said the Internet was a fad? Of course not—because they are long gone.
