Social Markers

You all will be familiar with my writings on Social Objects by now.

The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the first place. That reason, that "node" in the social network, is what we call the Social Object.
Increasingly I've been using a term, "Social Marker" to describe a certain type of Social Object. I've found it especially useful for explaining certain ideas to marketing folk.

When two people meet, the first thing they try to do is place each other in context. A social context. So they insert some hints into the conversation:

"I used to know your Uncle Bob."
"I work at Saatchi & Saatchi's.
"I've been reading Malcolm Gladwell for years."
"I'm a member of Soho House."
"I was reading Doc Searls' blog the other day."
"I was college roommates with your ex-girlfriend."
"I was sampling some fine Islay single malts the other evening."
"I bought some Versace shirts from Barney's last week."
"You're a Red Sox fan too?"
"I think Andy Warhol is overrated."
"I think Led Zeppelin is underrated."
"I was having dinner with some guys from Goldman Sachs."
"My wife thinks the Upper West Side is really good for schools."
"San Tropez is too expensive in February."

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