The MODERNS

Kant 

Kant talked about primary and secondary qualities.  Primary qualities were non-aesthetic qualities such as goodness and usefulness that could be accepted by most everyone as being a part of the thing.  Secondary or aesthetic qualities were those that humans created.  They were the values placed on things.  An example is whether or not something is beautiful.

Social Websites

Primary qualities of social websites would be things commonly agreed upon like whether the site is useful or good.  The secondary qualities are more about whether users think it is designed well.

I really like what Kant had to say about aesthetic values not being in the things themselves, but that most people agree about them, and therefore people put the value in the things. On social websites, the websites themselves aren't valuable until people actually start using them.  They start interacting, creating, critiquing, and then the site gains value.  I think this is important to remember when creating a social website.  If the people put the value in the thing, then the things main focus should be the people, and helping them in their use of the site.