Hugh Macleod defines a social object as “the reason two people are talking to each other, as opposed to talking to somebody else. Human beings … like to socialize. But if you think about it, there needs to be a reason for it to happen in the first place. That reason, that “node” in the social network, is what we call the Social Object.
This Slideshare presentation by Miika Leinonen from Zeeland discusses a Social Object Based Content strategy, is the result of an evolution from a process-centric to customer-driven approaches.