The Internet of Things (IoT) assumes that things interact and exchange information thus defining the future of pervasive computing environments. The integration between people and interconnected objects realizes a new physical and social space and opens new frontiers in context awareness and objects adaptation. In this paper we investigate the possibility of creating socially aware objects able to interact not only among themselves but also with human beings sharing the same environment. The main contribution of this work is to provide a knowledge model for social context-awareness and reasoning using an ontology-based context modeling, a user model and exploiting of social networks. This model is part of a larger framework called So Smart that aims at empowering networks of interconnected objects with social context awareness in order to improve their social interaction with people.