When I wrote about the dinner with Marc Canter here some 2 months ago I also mentioned thinking about social software as being composed of different triangles.

The notion stems from how I use Flickr and delicious. I track individuals and their bookmarks and through those two pieces of info I get to know their use of language as well as their general areas of interest for the day. But I also look at how the stuff I bookmark has been tagged by other people. Are these people already familiar to me? Different language use (in the tags) may hint towards different circles of people and communities.

You see that in both cases I don’t really look at the bookmark itself, and I certainly don’t use it as a singular piece of information. It is merely an object around which I look for existing relationships, and scout out possible new ones. An object of sociality that has served its role as soon as I used it to find new people, or connect to already familiar ones.

It works much the same way for Flickr, though the aspect to get a quick glance at what my existing relationships are up to is more important to me here.

In general you could say that both Flickr and delicious work in a triangle: person, picture/bookmark, and tag(s). Or more abstract a person, an object of sociality, and some descriptor. In every triangle there always needs to be a person and an object of sociality. The third point of the triangle is free to define as it were.

This becomes more interesting once you start using the descriptors to move from one object of sociality to the next, or when the descriptor is an object of sociality itself. Now you can hop through different applications while still doing the same thing you previously did inside one application: build connections to people based on their current interest, albeit a picture, a location, an event, a bookmark, a blogpost or a document.

We generally call the stacking of apps like this mash-up. But in this case more importantly it allows us as people to seamlessly wander from one application to another while not being interrupted because you have to consciously migrate from one ‘channel’ to another. It is not mash-up to bring more functionality into one new application based on existing ones, it is mash-up to more closely follow your own routines while building and maintaining relationships.

Plazes for instance puts itself in the place of the tags in Flickr, and presto, now pictures are tied to geographic locations and vice versa. Through which you then can find (new) people again.

To me this also means that self-proclaimed social applications that do not offer you the possibility to explore all sides of a triangle, aren’t useful as a social medium. A bookmarking service that does say how many others bookmarked the same thing, but does not let you explore who these people are or lets you see who uses what tags, only the tags used by themselves, doesn’t do much in a social sense. By maintaining the triangle you make sure that individuals keep their face in the masses even when you aggregate info. (You can always drill back to a person and her personal set of in this case bookmarks and tags)

You can enter any triangle through a single point. This is the most basic use of an application. I store pictures, I bookmark, I write, I geotag. But from that you can start exploring the sides of the triangle, finding new connections to people either based on the object of sociality, or by browsing the descriptors and hopping to the next object of sociality.

Social software I think is social because it puts relationships in the center view, and less the information that flows through these relationships. The possibility of triangulation allows you to also extend and broaden both existing and new relationships into new information domains, and thus increases the likelihood of new networks of relationships and meaning emerging from the background noise.

Photo Value of Triangulation by Roland Tanglao during the Seattle Blogwalk. (CC0 public domain)

In the past days I visited Vienna, on the invitation of the ZSI, Centre for Social Innovation. They organized a workshop on the fringe of the yearly conference for the European distance and e-learning network (EDEN). The workshop was titled Social Software in Professional Learning Environments, and an initiative of both the PROLEARN and iCamp European projects, and took place at the technological university of Vienna.

Sebastian Fiedler and Barbara Kieslinger kindly invited me to speak at their Social Software workshop about the pioneering our company Proven Partners does in working with social software, both internally and for clients. In my presentation I talked about the rationale for using social software in our organization, and our experienced benefits, challenges and obstacles. Based on the questions I also introduced some of the examples in working with our clients with social software.

My presentation was the first, which worked out nicely as I approached the subject in broader terms, and as seen from the ‘user’-perspective. Subsequent presentations were by Thomas Burg (on tagging), Karsten Ehms (on internal weblogs at Siemens), and Ralf Klamma (on research perspectives and projects around social software). Ralf does interesting stuff on visualization issues, reminiscent of the work of Marc Smith at Microsoft Research. The few dozen people attending were active listeners, with a good number of questions.

Apart from the workshop this was also a good chance to talk to Karsten, Thomas and Sebastian again. It’s always a pleasure to meet them. And the ‘beer gardens’ in Vienna, such as Altes AKH and the Hermann’s beach bar (photo) were good places to have those conversations. And of course new faces and names were part of those exchanges as well. Such as Norm Friesen, Jan Mendling, Ralf Klamma and Fridolin Wild, and a whole bunch of others. All in all a very pleasant experience. Looking forward to returning to Vienna in the fall for the BlogTalk Reloaded conference, for which we just heard a proposal by me and Elmine got accepted. Photo’s are up on Flickr, ofcourse.