The Social Graph. It Isn'tIf I could assign one piece of required reading this week, it would be Pinboard founder Maciej Ceglowski's provocative blog post "The Social Graph Is Neither." It's partially a response to a recent Forbes article that likens the "social graph" to crude oil -- as in "Drill, baby, drill" when it comes to the perceived value of the personal data that we are sharing on social networks. But Ceglowski's post doesn't take the typical approach to questioning these sorts of data mining practices and opportunities (particularly as the "social graph" may be most synonymous with Facebook and its perennial problematic privacy issues). In other words, it's not a call for better privacy or better transparency. As the headline indicates, what Ceglowski argues is the social graph is neither a graph, nor is it social. He contends that today's social networks have failed to capture the complexities and intricacies of our social relationships (there's no graph) and have become something that's at best contrived and at worst icky (actually, that's not the "worst," but it's the adjective Ceglowski uses). He writes:
Imagine the U.S. Census as conducted by direct marketers — that's the social graph. Social networks exist to sell you crap. The icky feeling you get when your friend starts to talk to you about Amway or when you spot someone passing out business cards at a birthday party, is the entire driving force behind a site like Facebook. Because their collection methods are kind of primitive, these sites have to coax you into doing as much of your social interaction as possible while logged in, so they can see it.But if today's social networks are troublesome, they're also doomed, Ceglowski contends, much as the CompuServes and the Prodigys of an earlier era were undone. It's not so much a question of their being out-innovated, but rather they were out-democratized. As the global network spread, that mass marketing has given way to grassroots efforts. "My hope," Ceglowski writes, "is that whatever replaces Facebook and Google+ will look equally inevitable and that our kids will think we were complete rubes for ever having thrown a sheep or clicked a +1 button. It's just a matter of waiting things out and leaving ourselves enough freedom to find some interesting, organic, and human ways to bring our social lives online."