This blog post is the third of five in a series about what goes on in the various departments at Social123. Our company is made up of innovators and leaders that all come together to create and promote an industry-leading product in the contact data space.  These blogs are meant to give you an inside look of what goes on behind the scenes of our powerhouse company! Enjoy!

The Marketing team asked me to write a blog post about product development.  Given that our Director of Marketing, the talented Emily Wingrove, is one of my favorite people at Social123, I think I will tackle it.  I suspect she may regret the request after she reads the final product, but my conscience will be clear.

Masterpieces need planning.  So I started a detailed outline that would eventually lead to a series of blog posts, each more fascinating and informative than the previous.  At the end of it all, I would likely wrap up the posts, along with my unpublished notes, and create a manifesto on the subject, or maybe a novella.  Or at least an extended TechCrunch guest article.

Then, over the course of the day (more or less just like every day) about a dozen people came into my office and asked me questions of some sort about our application.  Or reported bugs.  Can’t forget the bugs.  Thank you, JIRA.  I’ve been the software architect since we started the web application from a green field so it goes with the territory, I suppose.

So my outline, which in truth never got past a fleeting thought in my brain, was unceremoniously flushed.  Not enough time.  In between everything else I do here, I had to come up with a more concise way to get my message across about the product development we have accomplished here at Social123.  Also, I can’t forget that Marketing said lists are a good thing.  Easy to digest and such.  How to do it?  Hmm.

Well, what about this?  Instead of a long, continuous investment in time, pondering a theme, working on rough drafts over and over, I decided to try it in short brain bursts.

I know what you are thinking.  And you are correct.  That’s right, a list of haiku.  Or my version of it anyway.  My apologies in advance to the entire country of Japan for my butchery of this art form.



Development In A Startup

Lead development

In an early stage startup

Requires some madness.


Wake Up

Be more agile and

Less waterfall.  It’s not the

80’s anymore.



Testing of all sorts

Should be avoided only

If you are insane.




Integrate your builds and tests.

You won’t regret it.



APIs cannot

Be documented enough.

Just believe me here.



Though they add value

Third party integrations

Sometimes drive me nuts.


Code Is Poetry

If it’s true that code

Is poetry, be concise.

Be Frost, not Homer.



Bugs do not exist.

Just code that does what it’s told

Sometimes for the worse.


Document That Method, My Friend

Those that later read

Your work will truly value

Documented code.


Regular Expressions

If one can measure

Your regex code by the foot

You should be impaled.




Makes javascript beautiful

V2 coming soon.



Java, Rails, Python

Are all fine choices.  As is

C#, which we use.


Tech Stack

Our stack is hybrid

We are not stack religious.

Use what works for you.



Why buy a server?

Amazon Web Services

Kick serious butt.



Billions of records

Thousands of requests daily

Not for faint of heart.


Server Names

If you have an ounce

Of sense, you will name servers

For Hobbits or Elves.


Have a nice day

Lighten up and smile

Take deep breaths, go for a walk.

Grin at goofy things.