I recently did some work for a mobile social networking start-up here in Hong Kong helping them with their interface and their user experience in general. Although my focus was on the interface (and the project very short as usual) we happened to talk quite a bit about strategy. In fact, I always find it hard to focus on user experience and user interface without poking my nose into the overall strategy behind them (I’d like to spend more time on that, but it is not the point of this post… maybe for a later one).
Anyway, it seems to me that there is a tough dilemma when building a social network. The problem is that the number of users and the amount of interactions going on in the network is everything. Indeed for most social networks (excluding a few business-related or referral-based ones), the networks do not have a clear revenue model. As everything is advertising-based the indicators to get funding and be recognized in the industry are basically number of users and page views. Unfortunately, these indicators in some cases go against user goals and go against the long term survival of the network.
We are now all used to this. We grow a social network and at first all is going well. We have our close friends there and we are having fun exchanging news, pictures, videos, etc. However after a while, our network grows, previous friends, former colleagues, people we actually met via our social network gets added and all goes out of control. Indeed the whole concept is based on encouraging users to “make” more friends. Games are put in place to push them to add people to their network, and simply when somebody asks sombody to be his or her friend it is really hard to say no. It feels like a no return kind of decision. Even though we might never meet the person in real, we just cannot say no to people that easily. And once they are added to our network, we have little control over what they do with their access to our information, thus the beginning of the end and often users drop-out from the network.
Although it means taking more time to grow the network it seems to me that social networks should learn from real life more. Instead of just facing a “friend” or “not friend” situation, users should be able to grow relationships slower and keeping them under their control without feeling like they are making others feel bad (or having themselves the perception that they could make the other person feel bad). It works in this way in the real world. When we meet somebody for the first time, we do not usually invite them home to look at our family pictures or read our private diary. It is just normal that relationships take time to build. It should be the same online. It is of great convenience to be able to exchange information with friends online, but users should not pay the price of this by losing their right to privacy… and if social networks do not realize this, they will all sooner or later face the fact that when the hype is gone, people will choose privacy over convenience.
With all this said, the problem still remains. In a short term focus world like the one we live in, we demand quick results and a slow growing network just does not make sense… or does it?
