Social Object Theory
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Lemonopoly: An Online Game That Trades In Real-World Lemons http://www.fastcoexist.com/1679829/lemonopoly-an-online-game-that-trades-in-real-world-lemons
Here is what we’ve learned so far: • Social objects can take dozens of forms, including links, videos, images, bookmarks, widgets, events and products like the iPhone. They may also be more abstract (e.g. Christianity or Post Modernism). The more portable the object, the more likely it will succeed.
• Social objects aren’t necessarily viral. It may be enough to simply make them “discoverable.” For instance, with topical or newsworthy objects (e.g. a plane crashing into the Hudson River) it would be important to make sure your social object (perhaps an article or video related to the conversation) is optimized for search, so users can discover it.
Jyri Engeström, founder of Jaiku Nicolas Bourriaud, author of Relational Aesthetics http://www.consumingexperience.com/2007/06/5-principles-for-web-20-success-jyri.html