https://www.marketing-interactive.com/report-how-brands-can-put-the-social-back-into-social-media
The team referred to the model as “it” despite the company giving it some carefully focus-grouped name. They knew it was a machine. Their job was to make it a better one, they pointed it in the direction of social feeds, streams, games, social experiences. They told it to watch humans talking, playing, arguing… doing nothing. They brought in Live Groups for days at a time to study. And they gave it a mountain of academic studies. It wasn’t a single box but if it had been, they imagined it as monolithic, gray, silent, stupid. It still didn’t get them.