Last week I had the good fortune of seeing Jeremiah Owyang of Altimeter Group at the SugarCon social customer relationship management conference. Owyang delivered a presentation on how customer behavior is changing as a result of social media.

One of the concepts presented was "socialgraphics," which appears to be a further refinement of Altimeter founding partner Charlene Li’s work published in the book she co-authored with Josh Bernoff when she was still at Forrester.

Socialgraphics — an understanding of how people are using social technologies — may be poorly named given that there’s already something out there called the "social graph" and the two are only tangentially related.

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