Or at least bear with that thought through Defrag, which takes place in Denver over today and Thursday, and for which the word “social” appears seventeen times in the agenda. (Perspective: “cloud” appears three times, and “leverage” twice.)

What prompts the crock metaphor is this survey, to which I was pointed by this tweet from Howard Rheingold. (I don’t know if the survey is by students of Howard’s Digital Journalism Workspace class, though I assume so.)

While the survey is fine for its purposes (mostly probing Twitter-based social media marketing) and I don’t mean to give it a hard time, it does a nice job at bringing up a framing issue for social media that has bothered me for some time. You can see it in the survey’s first two questions: What Social Media platforms do you use? and How often are you on social media sites?

The frame here is real estate. Or, more precisely, private real estate. Later questions in the survey assume is that social media is something that happens on private platforms, Twitter in particular. This is a legitimate assumption, of course, and that’s why I have a problem with it. That tweeting it is a private breed of microblogging verges on irrelevance. Twitter is now as necessary to tweeting as Google is to search. It’s a public activity under private control.

Missing in action is credit to what goes below private platforms like Twitter, MySpace and Facebook — namely the Net, the Web, and the growing portfolio of standards that comprise the deep infrastructure, the geology, that makes social media (and everything else they support) possible.

Look at four other social things you can do on the Net (along with the standards and protocols that support them): email (SMTP, POP3, IMAP, MIME); blogging (HTTP, XML, RSS, Atom); podcasting (RSS); and instant messaging (IRC, XMPP, SIP/SIMPLE). Unlike private social media platforms, these are NEA: Nobody owns them, Everybody can use them and Anybody can improve them. That’s what makes them infrastructural and generative. (Even in cases where protocols were owned, such as by Dave Winer with RSS, efforts were made to remove ownership as an issue.)

Tweeting today is in many ways like instant messaging was when the only way you could do it was with AOL, Microsoft, Yahoo, Apple and ICQ. All were silos, with little if any interoperabiity. Some still are. Check out this list of instant messaging protocols. It’s a mess. That’s because so many of the commonly-used platforms of ten years ago are still, in 2009, private silos. There’s a degree of interoperability, thanks mostly to Google’s adoption of XMPP (aka Jabber) as an IM protocol (Apple and Facebook have too). But it’s going slow because AOL, MSN and Yahoo remain isolated in their own silos. Or, as Walt Whitman put it, “demented with the mania of owning things”. With tweeting we do have interop, and that’s why tweeting has taken off while IM stays stagnant. But we don’t have NEA with Twitter, and that’s why tweeting is starting to stagnate, and developers like Dave are working on getting past it.

Here’s my other problem with “social media” as it shows up in too many of the 103 million results it currently brings up on Google: as a concept (if not as a practice) it subordinates the personal.

Computers are personal now. So are phones. So, fundamentally, is everything each of us does. It took decades to pry computing out of central control and make it personal. We’re in the middle of doing the same with telephony — and everything else we can do on a hand-held device.

Personal and social go hand-in-hand, but the latter builds on the former.

Today in the digital world we still have very few personal tools that work only for us, are under personal control, are NEA, and are not provided as a grace of some company or other. (If you can only get it from somebody site, it ain’t personal.) That’s why I bring up email, blogging, podcasting and instant messaging. Yes, there are plenty of impersonal services involved in all of them, but those services don’t own the category. We can swap them out. They are, as the economists say, substitutable.

But we’re not looking at the personal frontier because the social one gets all the attention — and the investment money as well.

Markets are built on the individuals we call customers. They’re where the ideas, the conversations, the intentions (to buy, to converse, to relate) and the money all start. Each of us, as individuals, are the natural points of integration of our own data — and of origination about what gets done with it.

Individually-empowered customers are the ultimate greenfield for business and culture. Starting with the social keeps us from working on empowering individuals natively. That most of the social action is in silos and pipes of hot and/or giant companies slows things down even more. They may look impressive now, but they are a drag on the future.

Defrag wraps tomorrow with a joint keynote tled “Cluetrain at 10″, On stage will be JP Rangaswami, Chris Locke, Rick Levine and yours truly. We don’t have plans for it yet, but I want it to be personal as well as social, and a conversation with the rest of the crowd there. Among other things I want to probe what we’re not doing because “social” everything is such a bubble of buzz right now.

See some of ya there. And the rest of you on the backchannels.

“Oh, from RCN?”

“No, Verizon FiOS.”

“Oh. Just Internet?”

“That’s it.”

“No telephone?”

“We dropped it along with the television. We only use the Net.”

“Just Internet?”

“Just Internet.”

“What kind of speed are you getting?”

“We have 20Mb symmetrical service. Twenty up, twenty down.”

“We can beat that.”

“How?”

“We have fifty.”

“Fifty up and down?”

“Fifty. It’s expensive, though.”

“How much?”

“Seventy a month.”

“That’s not bad, if it’s symmetrical. What’s the upstream speed?”

“Fifty.”

“You sure? If you can tell me twenty up, we might have a deal.”

He wasn’t sure. “Hang on. Let me make a call.”

A conversation with somebody at Comcast followed. “Oh,” he said to the phone. “Okay… okay.” After hanging up, he said, “It’s fifty down and ten up.”

“Can’t do twenty, huh?”

He started to walk down the stairs in front of the house. “Only a tiny minority wants that,” he said.

“That might be the case nationwide,” I replied. “But around here with all these universities and businesses, you’ll get more demand. You might have sold me if you could have beaten Verizon’s offer.”

He shook his head. “It’s just a tiny minority.” And then he walked down the sidewalk, toward the next doorbell.

Bonus link.

So I just went to look up Debora Spar’s Ruling the Waves, on Amazon, and was greeted by the above. Never mind that I wasn’t looking for what they said I just looked at. Consider instead the strangeness of having something with my name on it, as an author, and that I can reasonably be presumed to own recommended to me as a purchase. (As it happens I also own the third item. Dunno if I bought it from Amazon or not.)

For what it’s worth, can I find anywhere in my Amazon account info a place where I can let them know I’m an author and not just a customer.

Am I wrong about that? Is there a way I can let them know that? Is it worthwhile to either of us?

For my readers in Santa Barbara, I highly invite you to come over to the open house, Noon-2pm today at CITS — the Center for Information Technology and Society at UCSB. This is a great bunch of people, doing great work, in a nice new space that I wish I could be in myself. Alas, I have a prior commitment on the East Coast, where I am now (keeping me away from the last day of IIW as well — and that’s an event I helped start).

CITS is at 1310 Social Science & Media Studies Building. Some details about that here.

It was a good one, and it was fun sharing the side (since there was no stage) with such bright and interesting folks. Nicco kindly let me speak last, since I was fighting major tooth pain at the time, and wanted a few minutes for the Tylenol to kick in. Other folks said I made sense. But I didn’t pull my various threads together since I kinda ran ahead of myself. So I thought this morning it would be good to share what I wanted to say, drawing from the outline I wrote on the pad kindly provided by the organizers there, and which I kept. Here goes…

Let’s take the long view here. Later I’ll bring in the paleozoic, but for now I’d like to start just a quarter-millennium ago, with The Enlightenment, the ideas of which were applied by the framers of our republic. The Enlightenment’s value system elevated the principles of liberty, freedom, self-reliance, personal rights, and reason, among other things. It was also a movement that was in some ways suspended when Industry won the Industrial Revolution, which, among other things, created the modern corporation. By “modern” I mean since they got big. (Although the East India Company was big enough deserve the Boston Tea Party in 1773.) Think railroads, oil companies, car companies, phone companies… and media companies, starting with the oldest of the biggies: newspapers.

The industrial system was this pyramid-shaped top-down thing that changed us from individual craftspeople to workers in a system that subordinated our originality to the positions we occupied in an org chart. Check your surname for evidence of some ancestor’s individual craft. Baker, for example. Or Merchant or Miller or Weaver or Tanner or Cooper. Nobody names themselves, or their kids, “Joe Middlemanager” or “Mary Drillpressoperator”. Collective power was all. This was believed by both the capitalist system and the communist and socialist thinkings that opposed it.

In the industrial system, nearly all industry, including orginal thinking — invention and innovation — took place within, and belonged to, some company. Governments, colleges and universities did some origination too, but The System still encompassed everything, and it subordinated the individual to its larger self. This was not a Bad Thing, but rather just how things worked. And it did lots of good. In the area of communications — our concern here today — this gave us magazines, newspapers, radio, TV, and a phone system that was smart in the middle and dumb at the ends. Innovation by the phone system, Bell Labs and all, included touch-tone dialing, the Princess Phone, the RJ-11 jack, call waiting and message recording. And that all happened over the span of about forty years.

Near the beginning of that stretch, in 1959, Peter Drucker coined the term “knowledge worker”. By then Drucker had already forecast the end of the modern corporation, and had compared management (his specialty) to conducting a band or an orchestra of self-empowered individuals, each good at what they did, and eager to learn more and improve. He said companies existed at the suffrance of the individuals who comprised them, even as it organized their work and put it to use.

As it turned out the knowledge workers who mattered most were geeks. Engineers. Programmers. These were the people who gave us the Internet, the PC and now hand-held Internet devices that still do old-fashioned telephony — but within the context of a zillion other things.

Consider the differences between the International Telecommunications Union, which started as the International Telegraph Union, and the Internet Engineering Task Force, or IETF. While the former governs its member companies through a complex and slow bureaucratic procedure, the latter uses a “request for comment” system that results in operative good-enough standards based on “rough consensus and running code”. The differences here are what account for the fact that the phone system never could have created the Net, and geeks did exactly that, and then some.

Anybody know when we first started talking about open source? The answer is February, 1998. That’s when Eric S. Raymond posted a short instructional missive titled “Goodbye, ‘free software’; hello, ‘open source“. In it he explained why Free Software, long in use as a term and accounting for much success in the computing realm, was not going to make good enough sense to businessfolk, and why a crew of fellow geeks were going to make the world talk about open source instead.  Look up open source, and you’ll now get 73 million results, give or take.  (In no small way this was the direct result of Eric’s charisma — I’ve watched him hold crowds of fellow geeks in thrall while pacing the stage and holding forth for more than three hours at a time — and his and skills at evangelism and polemics. In the midst of this work he also put out some of the strongest and most durable writing, including The Cathedral and the Bazaar, which now amounts to canon.)

The Net employs a principle called end-to-end. Among other things, it assumes that the bulk of intelligence is at the ends of the network — with people and the devices serving them — rather than in the middle, where the phone companies used to be, back when they thought, as old-fashioned formerly modern industrial companies, that most of the network’s intelligence should reside, and make decisions for us.

This principle provides an environment for creation and contribution that is radical, profound, and beyond huge. It’s as big as the invention of movable type, or maybe bigger. Or maybe an exposive expansion of it. In any case, it’s the new environment. It helps us pick up where The Enlightenment left off, and gives us endless ways to start carrying those old principles forward again. It supports dynamism out the wazoo, both for individuals and for whatever collections they form.

Which brings us to journalism.

Big newspapers, big magazines, big radio and TV… these are industrial age creatures. Some will persist in the new age that is coming upon us. But they will need to adapt to the new networked environment, where everybody can contribute.

That environment is very new. Think of today as a moment in the early paleozoic, say in Cambrian time. In that context Facebook is a trilobite. Twitter is a bryzoan. The Huffington Post is a primitive sponge. For small-j journalism, this is not the End of Time, but the beginning of it. Will big-J journalism survive? Only if it adapts. While some of that adaptation will be corporate, the leadership won’t be in the corporate system. It will be among the journalists themselves. Just as it was, and still is, with technology companies and the geeks they employ.

Bonus link: Dan Gillmor’s The Only Journalism Subsidy We Need is Bandwidth.

I’m thrilled to have Rikke join me as a fellow voice in the wilderness of the Internet’s lack of clear definition. She outlines a huge greenfield for necessary discussion.

So about an hour after I bragged on my teeth, number 17, my left mandibular third molar — the back wisdom tooth on the bottom — started to hurt like hell. I took Tylenol for it, but it only got worse, to the point where I couldn’t do anything but sit or lie there in fire-red pain that trobbed with every pulse.

After it failed to go away, I went to a dentist at Harvard Health Services. She couldn’t see anything in the x-ray and sent me to an endodontist — or a practice with six endodontists.

On the first visit, Dr. #1 saw nothing on his x-ray, and gave me some antibiotics, hoping that this would kill any infection that might be there but not visible. I took that for a week, during which the pain was the same or worse. In the course of that week I also discovered that Tylenol (acetaminophen) was the only over-the-counter pain-killer that mixed with other drugs I already take, and could cause liver damage in some cases. I checked with a pharmacist, who said not to go over 4,000 mg/day. But I found that only doses of 1,000 mg worked, and for only about three hours at a stretch. So I would dose when I needed to work, and otherwise was pretty useless.

When I went back and saw Dr. #2, he took a look with a microscope and saw a crack in the tooth, and also did some tests that confirmed it. His recommendation: get a root canal. So we scheduled one. On the way, however, I screwed up what trains I was taking, arrived a bit late, and then the anesthesia didn’t fully deaden the tooth. The doctor said we’d have to reschedule. So we did. By this time the pain was still strong, but 500 mg doses of Tylenol were working, so that gave me 8 pills a day to take.

Dr. #3 was late this time, and we had to re-schedule again.

This morning Dr. #3 did the job. The nerve is now gone, replaced with grout (or whatever they use). Turns out the crack was not front-to-back, and the tooth is strong, if also dead. My jaw hurts like hell, but that’s mostly from the multiple needle stabs required to fully anesthetize the tooth. (The nerve bundles serving the jaw are in odd places.)

Total time from toothache to toothfix: almost a month.

So the good news is that the tooth won’t hurt again. The bad news is the cost, but that’s the American Way. Also all the work I couldn’t get done because I was moving at reduced speed. Lots coming up, so it’s good to be fixed again.

The message in Cluetrain is as fresh today as it was 10 years ago. ” We are not clicks or eyeballs, we are people ….deal with it.”

For those of you who missed it, the book started as a website, with 95 Theses splashed on a web page, in tribute, homage or just a scandalous rip off of Martin Luther’s famous set of 95 Theses.  If you don’t know about the original, shame on you.  Martin Luther was the renegade priest who started the Protestant Reformation by nailing 95 Theses to the door of a church.  Equally important but often ignored, he translated the bible from latin to the language of the people (in his case, German) and opened it up for all to read.  He also got married — remember he was a priest.  To some he was a heretic.  To others, he was a reformer who democratized an autocratic organization.

Whatever you think of him, he changed history.  Not on his own.  He didn’t invent the movable type that made it possible to print those bibles and distribute them widely.  He wasn’t the only figure questioning the institution — there was, at the time, a growing movement that were dissatisfied with what they felt was corruption and a lack of integrity in the church at the time.  It related to practices like the selling of indulgences — the ability to buy your way out of sin.  A number of people saw the church as a decaying, archaic and for some, even a corrupt institution.  They’d lost faith in it — literally.

Luther had the courage to say what he did.  In a world where the Catholic church was all powerful, this took a lot of guts.  But that doesn’t explain the power of what he accomplished.  No, he hit the zeitgeist of his era, he was a man of courage at the right place in history.  His ideas took off like a brush fire and the world was never the same.

It’s important to note, however, that this is the view from 500 years later.  It’s all compressed now and we can look back and see Luther’s document as a turning point.

The older I get, the earlier it seems. It’s funny that we chose 95 theses because that worked for Luther, but basically that’s why. (We also called it a manifesto because that worked for Marx. Karl, not Groucho, though the latter was much funnier. I also went to a Lutheran high school. Coincidence?) I don’t think any of us was taking the long-term perspective, though. We just wanted to say what we thought was true and nobody else seemed to be talking about.

But I’m thinking now that it will take many more years. Perhaps decades, before some of what we said will sink in the rest of the way.

Some marketers got it. Jim is clearly one of them. The Cluetrain Manifesto is required reading in the course he teaches. But the future is unevenly distributed. As David Weinberger likes to say, it’s lumpy. Cluetrain’s subtitle is “The End of Business as Usual.” I think that end will take a long time. We’re trying to hasten it with VRM, but that will take awhile too.

The short of it is that Business as Usual is insulting to customers. Take for example the form of Business as Usual that Bob Frankston (more about him here) calls the regulatorium. You get one of those when a big business category and its regulators become captive of each other.  For example, it was in revolt against a tea market regulatorium that citizens of the Massachusetts colony threw the East India Tea Company’s tea in the harbor. The colonists succesfully revolted against England, but customers still haven’t had a proper revolt against the belief by many companies that captive customers are more valuable than free ones. If Mona Shaw and her hammer are the best we can do, we’ve hardly begun.

The liberating impulse is independence, just as it was in 1773. Thanks to the Net, free customers are more valuable than captive ones. To themselves, to sellers, to the economy. We won’t learn that until we become fully equipped, as customers, to act on our independence.

At the end of the show Jim said he thought liberation would be a group thing. Customers getting power in aggregate. While I don’t disagree, I believe it is essential to equip individual customers with tools of both independence and engagememt. By that I mean tools that are as personal as wallets and purses, and just as handy and easy to use. We don’t have those yet.

But we will. And once we do, things will change radically. Count on it.

Neither has a picture, either. I just checked my own 31,000-shot gallery, and didn’t find either one. I did find the great Phil Moore, however. Like I said at that link, one of my heroes.

The consequence of this is a “plague of sameness” and the loss of a distinct species every ten minutes. Some types of fruits and vegetables have lost 90% of their variants. An entire language disappears every two weeks. “We are not gaining knowledge with every human generation”, Glavin says, “we are losing it”. “All these extinctions are related…and the language of environmentalism is wholly inadequate to the task of describing what is happening…It doesn’t have the words for it”. Wherever he travels, he says, he finds the overwhelming majority of people are troubled by this loss of diversity, but at a loss to know what to do about it.

Nobody knows anything. Excerpts:

Because of our horrific overpopulation and exhaustion of our planet and its resources, we have entered into a period of chronic, massive, global stress, and it’s made us all crazy, like rats in a lab fighting over the last few scraps of food. We’ve stopped listening to ourselves and started looking for saviours — ‘leaders’ and ‘experts’ to show us and tell us what to do.

The so-called ‘leaders’ and ‘experts’ I’ve met are mostly very intelligent people, but they haven’t a clue. They’re buoyed by their own press and by sycophants fighting their way up from the bottom or desperate to believe that someone is in charge, in control, and knows what needs to be done. These ‘leaders’ hang out with other people just like themselves, and their groupthink persuades them that they’re right, they’re important, that what they say and do and decide really matters...

We have destroyed this planet for future generations and for all-life-on-Earth, and the worst culprits are still doing it, while we sit around stupidly watching them, wondering what to do, waiting for someone, anyone, to save us from us.

We need to stop listening to these know-nothing, cowardly ‘leaders’. We need to stop paying them. We need to stop working for them. We need to stop investing in them. We need to stop trusting them, and stop believing the nonsense they are telling us. We need to stop voting for them, and paying taxes to finance their backroom deals. We need to stop buying overpriced crap from their fat, mismanaged organizations. We need to send some of them to jail for criminal fraud and the rest out to pasture, and take back our society, our economy, our Earth from these thieves, these self-deluded con men. No more leaders.

Just something to cheer you up on a Sunday.