Chapter 4: Social Objects

But there’s a problem with this approach. Many of these digital platforms experience low participation, even in institutions where visitors are text messaging and snapping photos all over the place. These platforms struggle because visitors don’t have a clear idea of whom they are sharing their content with or why. When a visitor sends a message to her own friends or social network, she’s motivated by her personal relationship with her friends, not a desire to generically share her experience. If these platforms emphasized the idea of giving and receiving gifts, rather than open sharing, they might have more success.