Social computing; social utility; social networking; social
publishing; social collaboration. "Social" is the
one common denominator for what is known as Web 2.0.
The web has outgrown the stage of personal websites and crude
file swapping, as well as the age of "pure" electronic
commerce.
The web of today is based upon social networking.
The new webscape
Crowd-gathering web mechanisms, each centered on the idea of getting as many
people as possible to interact, broadcast and share who they are and what
they do, have matured in the last few years. Each uses different approaches
for "bait:"
• Profiles and communication (Facebook, Myspace);
• Photos (Flickr);
• Videos (Youtube);
• Information (Wikipedia);
• Opinions (blogs);
• Web preferences (Del-ici.ous);
• Music, games, or even reporting one’s minute-to-minute mundane
activities (Twitter).
While the success of these sites is due to their usefulness,
their "cool factor" and addictiveness, their social
aspect is largely backed by commercial interests. Where crowds
gather, retailers follow.
People are enticed not only to consume information and goods
on the web, but also to create value (ratings, opinions,
tags, content, etc.) for others. In the process, they also
build the fabric of society beyond traditional boundaries
and taboos.
New contenders spring up all the time. Shelfari,
for example, gathers people around their interest for books
(a medium the Internet was expected to eliminate!), and Rateyourmd allows
users to comment on and rate their physicians.
Trends and Traps
The way "web citizens" interact within social networks is proving
to have a significant influence on private and professional lives. What one
says or does on the Internet has staying power. It is as easy to post something
on the web as it is difficult to undo it. Reputation management is becoming
part of life on the web, and tools and strategies are being developed to address
the need to upkeep one’s image on the net.
Another remarkable trend is how sites developed primarily
for individual use and leisure are makeing their way into
the public arena and the corporate world. Sites like Facebook
and Secondlife are now used not only by individuals without
an agenda, but also by high-profile artists, political figures,
publications, associations and companies well established
in the "brick and mortar" world. This exposes the
need for a user to be able to separately manage business
and leisure contacts within the same site, which can be a
difficult thing to do.
The balance between freedom and control is another major
issue confronting the social networking phenomenon. Some
people are adamant that expecting have privacy on the Internet
is un realistic. How private are emails on Google, when the "free" search
engine uses them to come up with targeted ads and links?
Nothing is free and everything is interconnected.
Moreover, the collection of personal data through social
networking sites is also cause of concern. As the recent
incident involving Facebook's advertising system Beacon shows,
users are having their privacy breached by having their actions
on other websites exposed to their web "friends."
Trust-based networks are another trend. While building communities
of interests across boundaries is intrinsic to the Internet,
there is a growing need for quality networks, especially
in professional circles (see LinkedIn) where people are admitted
based on referrals from a community member. The quality of
the contacts one member has in such a network is more important
than the sheer number of them.
But large counts of "friends" are good for marketing
and retailing. Retailers turning social are another recent
trend. Interesting philosophies and business models are tried
in the retail space. Fanista, which opened in November 2007,
blends elements of electronic commerce (Amazon), social networking
(Myspace), entertainment (think Hollywood) and the pyramid
scheme (Amway) to sell DVDs and CDs to users and friends
in their network.
Anticipated: More trends and
traps
Some analysts predict virtual worlds will become common place within five years.
But others are not so sure. A year ago, expectations were very high for Second
Life, the 3D virtual world created by its users, to become a mass marketing
tool. Recent opinions suggest that membership numbers and their growth were
overstated. Most people do not have the time, skills and dedication such a
site requires.
Another business model is contemplated by Ebay, the e-auction
giant, who, after having acquired Skype, the popular Voice-over-IP
company in 2005, is now looking at synergies with Facebook
to boost sales figures.
Yet another possibility is turning email platforms social.
This again raises important privacy concerns and has the
potential to alter the competitive landscape of the web ad
market: Will Google embark on this route? Will then Microsoft
team up with Facebook to compete against Google? What will
Yahoo do?
And how will the individual user react to the inescapable
grip of social networks on one's private and professional
life? Psychologists have a fertile field of research here
and so do information technology specialists who already
talking about the unique electronic ID.
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