Social software is the centrepiece of today’s internet. It lays the foundation for all digital communication and for the link between people’s private and working lives – from social plug-ins, through to the simple sharing of interesting articles and on to social networks like Facebook and LinkedIn. The use of the platforms is mostly free of charge. Users pay with their data and, in return, are sent customized advertising. Today, every website, every app and every game automatically comes with connecting features – the attribute “social” will soon become obsolete because it is simply taken for granted.