The major platforms don’t exist simply to connect us publicly with friends and family – that behavior has moved to private messaging apps and groups.

The social graph has shifted to an interest graph: some of these interests we express explicitly but increasingly algorithms are able to predict and serve our interests simply by the way we behave and consume content.

The term ‘social media’ has long meant different things to different people. For publishers to be even remotely ‘social’ implies a level of commitment to, well, socialising.

In this context, the phrase ‘social’ has become unhelpful, misleading and suggestive of an old-fashioned approach to digital publishing. So what comes next?


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