Facebook and Twitter had a strong presence at CES … in the form of apps on connected TVs, Blu-ray players, set-top-boxes, and just about any connected device. Samsung even announced that its new connected refrigerator could display your Twitter feed. The popularity of social networks have forced CE manufacturers to include them on their products’ feature specs, irrespective of how appropriate the application truly is. Unfortunately, this knee jerk reaction to include social networks clearly demonstrates the lack of imagination or understanding as to how social networks are really used by people.

Social networks go beyond just being able to see what your friends are saying as you open up the refrigerator. Rather, social networks should be viewed as sources of information that can reveal deep personal connections. Re-imagine the connected refrigerator using social networks to suggest meals that have been successfully cooked by family and friends. Or suggesting new drinks or other edible delights that were just mentioned in a friend’s status update. The key to appropriate usage of social networks is … context. What is the device and how is it being used?

CE companies should realize that the device itself gives the user context and should guide the usage of social networks on the device. True, in the end, CE manufacturers will always pick the lowest hanging fruit first. But as social networks become more ubiquitous, the industry needs to determine what about social networks will help them to differentiate themselves from their competitors. Ultimately it’s not just about adding Facebook, but instead, asking “What can we do using social networks to maximize the appeal/utility of our products for our consumers?”