There’s a lot of buzz at the moment around “social” aspects of software, websites and so forth; so much so that the word is starting to lose its meaning. It’s an important consideration nonetheless, because humans are social creatures and the best kind of marketing is the kind that other people do for you, for free.
As usual, though, lots of companies get it subtly wrong, thinking that adding social functionality or a community aspect is enough. Social features aren’t a silver bullet; they’re actually sort of besides the point.
