jats:pThe IoT (Internet of Things) concept is being widely regarded as the fundamental tool of the next industrial revolution – Industry 4.0. As the value of data generated in social networks has been increasingly recognised, social media and the IoT have been integrated in areas such as product-design, traffic routing, etc. However, the potential of this integration in improving system-level performance in industrial environments has rarely been explored. This paper discusses the feasibility of improving system-level performance in industrial systems by integrating social networks into the IoT concept. We propose the concept of a social internet of industrial assets (SIoIA) which enables the collaboration between assets by sharing status data. We also identify the building blocks of SIoIA and characteristics of one of its important components – social assets. A sketch of the general architecture needed to enable a social network of collaborating industrial assets is proposed and two illustrative application examples are given.</jats:p>