The Personalization of Social (Or Why We Need to be Architects)

It’s funny how our mindsets change with the onset of age. Or experience. Or a mixture of both.

Take social media. When it first started gaining traction with the masses around 2009, it was seen as “the great connector” – a way for everyone to share, learn, support, and more.

Then, brands came along and got involved. Social media changed (though let’s not solely blame the brands for that).

Interaction was replaced with reaction; talk with was replaced with talkto; and a piece of intimacy was...