Content Watch

February 20th, 2012

Is Pinwheel’s ‘Notes’ The Perfect Social Object?

In the wake of Pinterest‘s explosive coverage, rich visual content is getting a lot of attention. But as expected, each platform hosts its share of problems.

Instagram is a bit narcissistic. Pinterest is girly. Tumblr is artsy and not ideal for measurement. Therefore, there’s still room for that “perfect social object.”

Pinwheel, a new startup founded by Flickr co-founder Caterina Fake, is attempting to answer that need.

Its “notes” are essentially location-tagged pictures — kind of like Foodspotting meets Foursquare meets Instagram — but it’s attempting to reach at a much bigger idea.

Fake explains on her blog:

“Part of why making Pinwheel is so fun, is so exploding with possibility, is that a note, like a photo, can be a container for all kinds of things. It is the perfect social object. Stories, advice, jokes, diatribes, information, memories, facts, advertisements, love letters, grocery lists and manifestoes can all be put into a note. It is the perfectly constrained, perfectly open thing that you can make into what you want.”

Pinwheel’s premise: give people freedom to customize, and they’ll create the perfect object themselves. What do you think? Is Pinwheel on to something?


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