Object sociality, the extent to which an object can be shared in social media clearly related to an audience's unique interests, by virtue of tying the site relationships to a specific object such as photos of people's dogs or bookmarked websites that provide details about the history of alternative music. The audience becomes specialized at least passion-centric. That is, the people who join those communities not only share an in terest in the object in question, but chances are also high that they are obsessed with it We all know people who devote countless hours to a hobby or who (to an outsider) seem insanely obsessed about the fine details of Star Wars characters, vintage wines, or warring guilds in World of Warcraft.