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The Problem with Social Interaction on Websites - Bringing Back Authenticity

Catalina Butnaru - Thursday, March 03, 2011 |

Building engaging interfaces is not easy. The list of priorities starts with usability issues and finishes with the difficulties of creating an experience through form and functionality.

Over the past few years a new challenge sprung from the maturation of tools and apps that enable sharing, user feedback and other forms of mediated interaction - generally called "social media". Integrating social media in websites was similar to introducing casual Fridays in the corporate world: steering up controversy first, but ending up doing business in jeans. Today, social interaction is amplified (viral and mass communication) as well as simplified (reduced to simple auto-fill share buttons), but this type of solution is not always the best in using technology to encourage authentic interaction and engagement.

This post presents multiple solutions to effectively use social expression in ways that are mutually beneficial, engaging and genuine.

Social Media & Marketing
Photo by: Rosaura Ochoa
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