66. People Expect Online Interactions to Follow Social Rules

What does the term social media really mean now?

Many people think about social media as “social” software or applications that you use to market your business or organization or brand more effectively online. But if you think about it, you’ll realize that all online interactions are social interactions. Just the act of going to a Web site is a social interaction.

Online Interactions have the Same Rules as Social Interactions

Just like in real life, there are certain rules for online interactions. If the Web site is not responsive or takes too long to load, it’s like the person you’re speaking to is not looking at you, or is ignoring you. If the site asks for personal information too early in the interaction, that’s like the other person getting too personal. If the Web site does not save your information from session to session, that’s like the other person not recognizing you or remembering that you know each other.

The Organizing for America Web site doesn’t follow rules of social interaction

The home page asks for your e-mail address and zip code before you can get into the site. (There is a button below to skip this, but the effect has already been established before you see the button).

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 When you’re designing a product think, about the interactions that the person will have with it. Do the interactions follow the rules of a person-to-person interaction?Many usability design guidelines for products are actually guidelines that connect to social expectations for interactions. Follow basic usability guidelines and you’ll be more assured of meeting interactive expectations.