Admit it. Your organization wants to build in Social. But how do you measure whether it's doing what you want it to do? You know that conducting usability tests can tell you where people get frustrated with interactions in the user interface. What will it tell you about frustrations with interactions with other people online? The truth is, being online has always meant "social." But scale makes a huge difference. And ensuring that the user is in control has never been as important as it is when there's personally identifying information is involved.
When interaction is fluid, ambient, and content-driven, how do you derive a task scenario? What are the success criteria? When you have large-scale social, user hacks turn into functionality and social norms. Etiquette evolves organically. What's that test look like?