From Big Social to Social-on-COMMUNITY

The Coming evolution of Social Tech (SoCtech)

For over a decade, the digital landscape has been dominated by the behemoths of Big Social—platforms like Facebook, Instagram, and YouTube—that have become as integral to our daily lives as the telephone lines and mobile networks that preceded them. These platforms have served as the "trunk lines" of the social internet, the vast, monolithic infrastructures that connect billions of users across the globe. They’ve grown massive by aggregating audiences and monetising their attention, transforming the internet into a sprawling marketplace of content, ads, and user data.

But as with all empires, there comes a time when the very foundations that once ensured dominance begin to show cracks. The rise of Big Social has been marked by increasing concerns over privacy, trust, and the overwhelming volume of content that often drowns out meaningful interaction. In response, we are witnessing the early stages of a significant shift—one where the future of social networking lies not in the continued expansion of these massive platforms but in the emergence of managed, curated social networks built on a fundamentally different principle: Social Infrastructure on a Community (SoC).

Big Social as the New Trunk Networks

To understand this shift, we need to first recognise the role that Big Social platforms have played in our digital lives. Much like the trunk networks of telecommunication—the vast infrastructures of landlines and cellular networks that provided the backbone for global communication—Big Social platforms have served as the primary conduits for online social interaction. They have been the highways through which information, culture, and connection have flowed, shaping how we communicate, share, and perceive the world.

Yet, as these platforms have scaled, their very size has become a liability. The vastness that once seemed an asset now breeds distrust, alienation, and a sense of being lost in the crowd. Users are increasingly aware that their data is being harvested, their attention commodified, and their interactions manipulated by algorithms designed to maximise engagement, often at the expense of genuine connection.

In this context, Big Social is starting to resemble the trunk networks of old—necessary, ubiquitous, but ultimately impersonal and insufficient for the nuanced, intimate connections that individuals and communities crave. The once vibrant platforms are becoming more like utilities, valuable for their reach but lacking the depth and trust that smaller, more focused networks can provide.

The Rise of Social-on-a-Community (SoC)

Enter Social-on-a-Community (SoC), a new paradigm that challenges the very foundations of Big Social. SoC envisions a world where social networks are no longer vast, undifferentiated spaces but instead are tailored, micro-platforms that wrap themselves around specific communities. Rather than attempting to attach communities to pre-existing, monolithic platforms, SoC creates an environment where the platform itself is an extension of the community's identity, values, and needs.

This approach fundamentally changes the dynamics of online interaction. Instead of scaling through sheer size, SoP scales through replication. Each community, whether it’s a local neighbourhood, a professional group, or a shared-interest club, can have its own tailored platform—complete with the tools and functionalities that best serve its members. This creates a network of networks, where trust and intimacy are not diluted by scale but are preserved and even enhanced by the specificity of the platform.The Efficiency of Trust and Intimacy

The implications of this shift are profound. In a world where social platforms are tailored to the communities they serve, trust becomes the cornerstone of interaction. Managed, curated networks are inherently more efficient because they eliminate the noise and distractions that plague larger platforms. Users can engage more meaningfully, knowing that their data is secure, their interactions are genuine, and their platform is designed with their best interests in mind.

This intimacy fosters not only stronger relationships but also more effective collaboration, decision-making, and creativity. The efficiency of trust—where time spent on the platform is more productive and fulfilling—leads to higher engagement and loyalty. Communities that are connected through SoC platforms are not just passive consumers of content but active participants in shaping their digital environments.

The Opportunity for New Tooling

As this trend accelerates, it opens up a massive opportunity for innovation. The future will require new tools and technologies designed specifically for this new age of social networking, a blossoming of SoCtech, if you will. These tools will need to be adaptable, allowing for the easy creation and management of micro-platforms. They will need to prioritise security, privacy, and user control, ensuring that trust is built into the very fabric of the platform.

Moreover, these tools will need to support the scalability of SoC through replication rather than size. This means developing platforms that can be quickly customised and deployed for different communities, while still maintaining the integrity and functionality needed for effective social interaction. The companies that can build these tools will be at the forefront of the next wave of digital innovation, providing the infrastructure for a more connected, yet more intimate, world.

Fabrik: A Pioneering Tool for Social Infrastructure

As the digital landscape pivots towards the Social-on-a-Community (SoC) model, the need for tools that can seamlessly facilitate this transition becomes critical. Fabrik, an innovative platform designed with the principles of managed, curated social networks at its core, stands out as a prime example of the future of social infrastructure.

Fabrik is not just another social media platform; it’s a foundational tool that embodies the very essence of SoC. It allows communities to build their own micro-platforms—spaces that are fully tailored to their unique needs and values. Whether it’s a local community group, a faith-based organisation, or a professional network, Fabrik enables these communities to create environments that foster trust, intimacy, and meaningful interaction.

What sets Fabrik apart is its focus on scaling through replication rather than size. Instead of expanding into a vast, undifferentiated network, Fabrik empowers communities to create multiple, self-contained platforms that can be replicated across different contexts. Each instance of Fabrik is like a bespoke suit, tailored to fit the specific contours of the community it serves, rather than a one-size-fits-all garment that tries to cater to everyone.

This approach ensures that each community retains control over its digital environment. Fabrik prioritises user privacy and data security, providing tools that allow communities to manage their interactions without the interference of external algorithms or the commodification of their data. In a world where trust is increasingly rare, Fabrik offers a sanctuary where users can engage with confidence, knowing that their interactions are both secure and meaningful.

Moreover, Fabrik’s design is inherently modular, allowing communities to integrate the specific functionalities they need—whether it’s messaging, content sharing, or event management—into their platform. This modularity makes Fabrik a highly adaptable tool, capable of evolving alongside the communities it supports.

In the broader context of Social-on-a-Community, Fabrik exemplifies the kind of tooling that will be essential in the new age of social networking. It not only facilitates the creation of micro-platforms but also nurtures the trust and intimacy that are vital for efficient and meaningful digital interactions. As communities increasingly seek alternatives to the impersonal vastness of Big Social, Fabrik provides a pathway to a more connected, yet more intimate, digital future.

The Future is Intimate and Trustworthy

As we move forward, the evolution from Big Social to Social-on-a-Community is not just a possibility—it’s an inevitability. The old trunk networks of social interaction, dominated by a few massive platforms, will give way to a more diverse, more personal ecosystem of micro-platforms tailored to the specific needs of their communities. This shift will bring with it a renewed focus on trust, intimacy, and efficiency, creating a digital landscape that is not just bigger but better.

The opportunity now lies in building the tools and platforms that will enable this new age of social networking. The future is not about growing larger; it’s about growing closer—creating spaces where communities can thrive, trust can be nurtured, and social infrastructure can be as dynamic and diverse as the people it serves. In this future, the power of social networks will not be measured by their size, but by the strength of the connections they foster.