The Social-Pairing Trend [Need To Know: SXSWi]

The Social-Pairing Trend [Need To Know: SXSWi]

Strangers with similar interests, hobbies and needs are being connected through smart services. Algorithms, using a mix of social, location and demographic data are intelligently matching people with one another.

Piers Fawkes, PSFK
  • 10 march 2012

As we all begin to look forward to the interactive section of South By South West in March, PSFK has identified five key trends that readers should be monitoring during the festival. One of these trends, we have coined ‘Social-Pairing.’

People with similar interests, hobbies and needs have the opportunity to meet today through smart services that use a mix of social, location and demographic data to match profiles. Networks are looking at their member’s profiles on their site and across the social graph and linking people up based on interests, needs and location.

These systems facilitate tremendous efficiencies. People can connect in a way (and at a speed) that would previously have taken a great deal of time and effort.

Social Pairing is about getting people together. It fosters a feeling of community (geographic or activity based) and further collaboration could follow as a result.

One pertinent example of this trend that continues to come up in our research is Co-Parenting.

Social Network Brings Co-Parenting To The US


Modamily is a New York-based private social network for people looking to co-parent a child within the US. Boasting a range of proprietary matching mechanisms such as compatibility with your potential co-parent’s aunts, uncles and grandparents, the site’s subscription-based service additionally uses videos to strip away issues of anonymity and is expected to find an audience among single professionals 30-50 years old. Created in response to the growing number of family and friends spending their 20s and 30s focused on their careers and putting off marriage, Modamily was built to start a national conversation and make people aware that co-parenting is a viable option.

Other Manifestations:

1. Nextdoor Social Network Helps You Meet your Neighbors

2. KLM To Allow Passengers To Pick Plane Neighbors Based On Facebook, LinkedIn Data

3. Farmers’ Cooperative Pairs Up Singles To Share Leftover Food

4. Duet App Facilitates One-On-One Activities With The People You Care About

5. InBed.Me Lets Travelers Book Stays & Connect With Others

6. Ticketmaster Lets You Choose Who To Sit Next To Using Facebook

7. Gobble Is A Marketplace For Home-Cooked Meals From Neighborhood Chefs

8. Social Network To Build Coffee Shops To Foster Face-To-Face Conversation

9. App Helps You Discover New Connections In Real-Time Based On Location

10. Verbling Lets You Find A Native Speaker To Help Practice You Language Skills

11. Riparide Connects Traveling Surfers To Local Accommodations And Surf Equipment

12. Start-up Offers Physical’ Outsourcing For Chores

People to follow around the Social-Pairing trend:

Nathan Hubbard: Nathan is CEO of Ticketing at Live Nation Entertainment. @NathanCHubbard

Brett Martin: Brett is the founder of, a mobile app that uncovers connections users share with people nearby. @brett1211

Click here to check out PSFK’s guide for SXSWi, to help you to continue following the Social Pairing Trend.

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