Your Guide to Social Networking Online

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Digging Deeper
Your Guide to Social Networking Online
by Mark Glaser, 3:39PM
From time to time, I’ll give an overview of one broad MediaShift topic, annotated with online resources and plenty of tips. The idea is to help you understand the topic, learn the jargon, and take action. I’ve already coveredblogging,citizen journalism,widgets andvarious other topics. This week I’ll look at the social networking phenomenon.
Background
Social networking websites help people connect with others who share their interests, build online profiles and share media such as photos, music and videos. The idea of social networks has been studied by sociologists for decades as they analyze the ties between people in families, organizations and even in towns or countries. According toWikipedia:, “Research in a number of academic fields has shown that social networks operate on many levels, from families up to the level of nations, and play a critical role in determining the way problems are solved, organizations are run, and the degree to which individuals succeed in achieving their goals.”
Early Internet applications such as Usenet and bulletin board systems allowed people to communicate and network, often in closed systems. But with the advent of the web in the mid-’90s, people could connect in more visually appealing and public ways. Classmates.com let people connect with old classmates online, and SixDegrees.com offered a way to meet “friends of friends” — with its name referring to the six degrees of separation between everyone in the world.
After the dot-com bust in 2000, SixDegrees was shut down and eventuallyFriendster became the leader in social networking sites. A common feature of these services was the list of “friends” or contacts that each user maintained, driving usage of the site by people inviting more friends, who invited more friends, and so on and so on… Even though Friendster eventually collected millions of users, the service was plagued by technical issues and was strict about fake profiles known as “Fakesters,” which it deleted en masse.
Social researcher danah boyd explains what went wrong for Friendster in her2006 online essay:
Freaks, geeks and queers all invaded Friendster in the early days and they made certain that all of their friends were there. They did so organically in clusters. This was very successful, until they felt alienated from the site. There is a tipping point to get on and a tipping point to get off. Once mass departure began with a few pissed-off folks, it spiraled quickly…Friendster was beginning to get mainstream American 20/30-somethings when it got bogged down by dreadfully slow servers…The slow servers made it very difficult (if not impossible) for mainstream users to engage. Frustrated, many lost interest before they really engaged.
The Rise of MySpace and Facebook
After Friendster started losing members in the U.S. andbecame popular in the Philippines, many people started moving over to newer services such asMySpace, which launched in 2003. MySpace founder Tom Anderson came across as a friendly presence, welcoming and “friending” each new member of the site. Bands and teens helped drive MySpace’s traffic through the roof, eventually hitting 115 million users worldwide.

Despite the garish look of MySpace profiles, the service was popular because it let people customize their pages, embed music and share videos with other friends. The popularity of MySpace led its parent company to sell the site to media giant News Corp. for $580 million in 2005. Not long afterward, a backlash started against MySpace, with analysts questioning the strength of the audience’s loyalty to the site and reports of sexual predators and safety issues flooding the media.
“Certainly there are a large amount of people spending a large amount of time on this site,” Jupiter analyst Nate Elliottold ABCNews.com in early 2006. “But when you look at the huge numbers they throw out there — 50 [million], 60 million registered users — those are a mirage…the simple fact is that only a fraction of the registered users ever go back. And only a fraction of them use the site on any kind of regular basis.”
The issue of teen safety on MySpace and other social networking sites such asXanga led to many sites tightening their privacy policies and issuing safety guidelines.
“There are only a small number of cases where something bad has actually happened,” researcher danah boyd told me fora story on MediaShift about MySpace. “Remember: Most of what you are hearing in the press turns out to not be associated with MySpace at all. Just because teens do something stupid/bad and they have a MySpace account does not mean that they did it because of MySpace. Teens are more likely to be abducted at school than on MySpace. Teens are more likely to die in their parents’ cars than be killed because of MySpace.”
The year 2007 has been marked by the booming growth of MySpace rivalFacebook, which started life in 2004 as a closed network for college students, and later high school students. Facebook made two important business decisions that led to its recent rise: 1) opening the site to all comers, and 2) letting people create mini-applications or widgets for the site. Facebook went from 8.9 million registered users in September 2006 to more than 37 million users now, with a higher growth rate than bigger rival MySpace. Whether those users will continue to come back — and just how many of them are “regular” users — remains an open question.
Business Networking and Business Models
Meanwhile, another trend paralleled the rise of the big social networking sites: smaller, more focused business social networking sites. The first one wasRyze, launched by entrepreneur Adrian Scott in 2001 to help him remember all his business contacts. Later came the more popularLinkedIn, which allows you to post your career trajectory and ask “connections” for jobs or business introductions. Both services bring in revenues by running advertising and selling premium services for power users.
Along with the business networking sites, there have also been niche sites that cater to specific groups of people — or even pets.MyChurch is a social networking sites for church-goers,BlackPlanet is for African-Americans, andDogster is for dogs, or, uh, dog owners who think their dogs should be socially networked. Plus, specialized services such asNing have cropped up to let anyone create their own social networking site for friends or associates.
American-based social networking sites such asOrkut (owned by Google),Hi5 and Friendster have also become popular in other countries, with Orkut catching fire in Brazil and India, Hi5 making waves in Europe and South America, and Friendster taking Southeast Asia by storm. Other services have had varying success overseas. (For more on this topic, see a separatein-depth report on MediaShift.)
Despite the recent boom in popularity for social networking sites, there remains one sticky conundrum: How can these sites become consistently profitable? The problem is that people are used to getting these services for free, so very few sites charge people money to participate. And advertisers worry that their brand image will be tarnished by having ads running alongside questionable user-generated content. Facebook recentlylost advertisers in the U.K. when they found their ads running on a Facebook group page dedicated to a far right-wing political group. The site later announced it would let advertisers limit the places on the site that its messages would run.
Despite those problems, the big daddies of social networking, MySpace and Facebook, have started to figure out ways to bring in revenues. In early August,News Corp. reported that its Fox Interactive Media division (including MySpace) had turned a $10 million profit for the fiscal year ending June 30, with revenues of $550 million. News Corp. expects the division to bring in nearly $1 billion in revenues in the next fiscal year. Plus, Facebook projected it would take in $125 million in ad revenues this year, and planned to launch a targeted-ad solution that lets advertisers reach people based on their user profiles and interests,USA Today reported.
The dilemma for social networking sites is that by the time they reach a critical mass for advertisers, they might also be seen as less innovative and edgy by early adopters, who could leave in droves. Plus, any attempt to use targeted advertising based on user profiles could trigger an exodus of people who don’t want their private information exploited for commercial purposes.
Social Media and Big Media
While social networking sites continued to evolve, they also inspired a swath of “social media” sites that let people share news, reviews, personal experiences and website favorites with others. The social news siteDigg, which launched in December 2004, lets people nominate interesting news stories or blog posts, which are then voted on — or “Dugg” — by other users to get more prominent placement on the site. Regular users of Digg have their own profiles, and gain currency by getting stories featured on the site. A number of similar services such asReddit and the revampedNetscape have also sprung up, with Netscape’s former general manager Jason Calacanisfamously offering money to top Diggers to join Netscape as paid “anchors.”
 
Digg founder Kevin Rose
 
Social media sites go beyond just rating news stories. Photo-sharing siteFlickr, now owned by Yahoo, lets people comment on others’ photos, join groups and add friends. Video-sharing siteYouTube, now owned by Google, also became a huge phenomenon partly because it let people create user profiles, comment on videos and collect “subscribers” for their videos. Even a seemingly musty community built around an online encyclopedia,Wikipedia, has fostered loyalty with profiles, groups and discussion boards that let people, known as “Wikipedians,” bond through raging arguments and collaborations.
Because of the viral growth of social media and networking sites, Big Media has taken notice. Hearst bought teen social networking site eCrush, Sony bought social video site Grouper, and Disney bought teen virtual world Club Penguin, to name just a few. Plus, USAToday.comrelaunched its site last March in a radical move toward social networking, letting anyone start an online profile and “vote” on recommending stories. While many users complained about the new look, USAToday said that ithas helped spike traffic, which was up 20% in July 2007 over July 2006 traffic levels (thoughsome question the numbers).
Other newspaper and traditional media sites haveadded social networking-type features, letting people upload and share photos, comment on stories, and build their own customized news pages.
But there comes a point of social networking saturation, where people just don’t have the time and energy to join yet one more site, create yet another profile and make even more “friends.” While social networking sites obviously serve a purpose in helping people connect, there’s only so many networks each of us can join — and only so many that will end up being profitable businesses.
Terminology
Here are some common terms used in the social networking world:
Add: Noun and verb used on social networking sites around being added as a friend. For example: “Thanks for the add.”
Avatar: Graphical representation of a user in a virtual world.
Facebooking: Any act of using features on Facebook.
Fakesters: Fictional profiles created on Friendster by users. Fakesters can be anything from celebrities to cities to inanimate objects.
Orkuteiros: BrazilianOrkut aficionados. Orkut is a social network owned by Google that later became popular in Brazil and India.
Profile pimping: Customizing MySpace profiles with designs and widgets that reflect a user’s personal style.
Scraps: Public messages left on anOrkut user’s profile by other members.
Widgets: Mini-applications or HTML code that people can embed onto social networking pages.
Resources
Check out these news articles, blog posts and resources to learn more about social networking:
A Brief History of Social Networking Sites at NFi Studios
Big Media’s Crush on Social Networking at New York Times
Call It MyNewspaperSpace at AdAge
Friendster frenzy has analysts puzzled from Reuters
Getting Past the Echoes by Jon Lebkowsky at WorldChanging blog
List of social networking sites at Wikipedia
Profiting from Social Networking at BusinessWeek
Social Network Ad Spending Keeps Rising
Social network service entry at Wikipedia
Social Network Sites: Definition and Conception by danah boyd and Nicole Ellison
Social networking sites enjoy internet advertising boost at DirectTraffic.org
Social Network Sites: My Definition by danah boyd
Social-networking sites tempt investors by Hollywood Reporter
Traditional Marketing Failing on Social Networks at VNUnet
YASNS wiki with timeline of social networking history by danah boyd
What do you think about social networking sites and social media? Which ones do you use and why? What other valuable resources do you know of online about social networking? Share your thoughts in the comments below.
Additional reporting for this guide was done byJennifer Woodard Maderazo.
Photo of Kevin Rose byScott Beale.
UPDATE: One pioneering site I failed to mention wasLiveJournal, a blogging platform that also has strong social networking features. MediaShift reader KayJay explains the draw in the comments:
LJ allows you to build community on your terms, not the site’s terms. I now have friends all over the world whom I have actually even visited, going out of the country for the first time in my 40+ years of life. We get interested in each other’s lives, go through births, marriages, illnesses, deaths, graduations, relocations, career changes…over the course of time. I don’t have 37 million ‘friends,’ nor do I want them. What I do have is quality of interaction, from a site that encourages creativity, individuality, and community, with a clean interface that isn’t garish or juvenile, and without underestimating the intelligence of its user base and their ability to make a ‘home’ out of their LiveJournal.
It’s not all about the networking. It’s about the social.
UPDATE 2: Many people in the comments have mentioned that I’ve been lax in including international use of social networking sites. I’ve updated the post with a paragraph explaining the international success of some American-born social networking sites, with a link to Jennifer Woodard Maderazo’sexcellent take on this subject previously on MediaShift.
Filed underDigging Deeper,Social Networking,Your Guide to...
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a few, unimaginatively named, others like socialstream and socialposter
Bybetaculture4:53PM on 29 Aug 07
Great summary of the social networking scene, Mark. Thanks for mentioning our dog community, Dogster.com! We have a really loyal, wonderful community of animal lovers on our sites (we also have Catster.com for cats and their humans). We're really excited that we're close to 500,000 members at this point.
I think Dogster and Catster are really interesting because it's not about humans. There are very few photos of people on the site, which helps make it a safe place for people of all ages to connect with other people who share their passion for animals.
Thanks again for your post.
ByPatty Nason5:57PM on 29 Aug 07
Thanks for the very informative entry! I enjoy learning about technology in a historic light. And I completely agree with the aspect of social-networking saturation.
By Cathy Wu6:21PM on 29 Aug 07
Maybe I'm just biased, but after five years on LiveJournal I'm constantly amazed that it (and its clones) never gets mentioned in social networking stories. Being on LJ changed my life, opened up new pathways for me, got me active in my hobby/lifestyle of 'fandom,' and is quite possibly the most versatile and adaptive social networking site out there. Media focuses too deeply on 'number of users/registrations' -- I mean, really, what's the difference between 37 million or a hundred million once you reach a certain point? It isn't about the bodies, it's about what happens on the site that makes it integral to your life.
LJ allows you to build community on your terms, not the site's terms. I now have friends all over the world whom I have actually even visited, going out of the country for the first time in my 40+ years of life. We get interested in each other's lives, go through births, marriages, illnesses, deaths, graduations, relocations, career changes... over the course of time. I don't have 37 million 'friends', nor do I want them. What I do have is quality of interaction, from a site that encourages creativity, individuality, and community, with a clean interface that isn't garish or juvenile, and without underestimating the intelligence of its user base and their ability to make a "home" out of their LiveJournal.
Is there anyone who has demographic information on gender and age of active users of all these sites? I'd bet there's a clear segmentation between MySpace-type Jonny-come-lately's and their gazillion friends of Tom and the small, comfortable, long-term living spaces found at LiveJournal.
It's not all about the networking. It's about the social.
By KayJay10:36PM on 29 Aug 07
KayJay: i agree with you. I have been on livejournal for 6 years and throughout those years i have met so many incredible people that i got the opportunity to meet in real life and form lasting friendships and relationships that i never accomplished through myspace or friendster. livejournal really does get overlooked in the social networking discussions
Bycasper10:58AM on 30 Aug 07
I have used all these social sites, and frankly it gets tiring how the masses migrate from one to another, so even if I try to stay loyal to one site, damn it if I find that activities wane and all of a sudden everyone is on Facebook, not Friendster anymore. This online social scene is so damn fickle.
By sachen11:26AM on 30 Aug 07
One more thing, I work in the web industry, and it's been quite hilarious to see these old geezers come in and say, "Oh yes I'm on fucking MySpace, and I want to promote my business on it. Can you put my business selling crap videos on MySpace?" They are the people who've tried to join the hype and driven the dream demographic off MySpace onto newer social networking sites.
By sachen11:31AM on 30 Aug 07
Thanks for the informative piece. I've forwarded to a few friends who are new or unfamiliar with social networking.
A site I've run across that is quite forward thinking is Vox (http://www.vox.com...owned by Six Apart, the creators of Moveable type and Typepad). Vox allows for the easy incorporation of media and encourages a two-way form of blogging that I've yet to experience elsewhere.
@ Sachen - totally agree. The way to drive a brand is via content and useful information! Putting up a myspace page and spamming users is the old school marketing strategy of throwing stuff to a wall and seeing what sticks.
Bycifanic2:31PM on 30 Aug 07
Great coverage of social networking. I find it amazing just how sticky these sites are getting. They're finding so many ways to keep their visitor coming back, that I can't imagine how people are finding time to read everything, yet, still live a real life!
I'm a perfect example, of someone who was caught by the Social Website Bug, quite unexpectedly. Last year, I found a Music CD trading site called lala (www.lala.com). It's now much more than just CD trading, it also provides music streaming, etc.. ANYWAY... between the forum, the blurbs, the friendstrips, and everything else in between, my life was changed completely.
It's crazy... the people that hang out there, are all obsessed! We can't explain it either. But that's what these sites do to people. I've found life-long friends on the site, and that alone is what keeps me coming back day after day. I think any site that helps to nurture the friend interaction, will do well.
By Creek2:55AM on 31 Aug 07
excellent report, congratulations
Byjean sakr4:17AM on 01 Sep 07
Great report. But it's not about social networking. It's about social networking IN THE UNITED STATES. You seem to assume that the rest of the world doesn't know any of this.
By BrunoG11:02PM on 04 Sep 07
This article, while informative, is really only about social networking in the US! Sites like Orkut, which you have not mentioned at all in the main article, are far more popular than friendster - if you go by no of active users! And it would have been nicer if you could have provided incisive dope on the strategy driving companies like google and yahoo which own most of the top social networking sites. How does one identify early which of the numerous sites are going to do well, what the tipping point is, and how does one predict the bandwagon effect...? (Google seems to be doing a phenom job at all of these)
By Shrikant B11:49PM on 05 Sep 07
Mark,
Since you added Live Journal may I recommend you add Ning a social network that Marc Andreessen is involved in and empowers it's users to create their own niche social networks. It is a very innovative idea, growing and something to keep an eye on, IMHO.
ByRobert Franklin1:58PM on 07 Sep 07
What a great article! Very informative -- almost complete: the only thing you were missing was us: MyGrito.com -- a bilingual social networking site with a Latino twist. Latinos are the fastest growing minority in the country. We are 15% of the population now (expected to be 50 million by 2020 and over 102 million by 2050). Someone has to address us with a cool, hip, all-encompassing social networking site . . . politics included -- and that, of course, would be MyGrito.com. Anyway, we invite you and everyone else to check us out.
MyGrito.com
Es tu grito.
ByMyGrito10:00PM on 10 Sep 07
Good article. So good that I forwarded it to my friends. I have written my thoughts about the rise, plateau and fall of a social networking website on my blog:
http://shahsa.blogspot.com/2007/09/rise-and-fall-of-social-networking.html
hope you find it interesting!
-saurabh
BySaurabh Shah11:39PM on 21 Sep 07
I've just launched MyOris.com an invitation only social network. It is working well with family to centralize family discussions (Wedding, birthdays, anniversary's, reunions etc...)
Most people comment that MyOris.com is like Myspace.com but much easier to use and understand.
http://www.myoris.com
ByLarry2:31PM on 23 Dec 07
A great business social networking site iswww.fastpitchnetworking.com. Not only can you network with other business professionals but there are a ton of features designed to help you market your business. You can post press releases, promote your blog, promote your podcast, add video, etc. (all of these are great features to create more of a web "footprint") Its free to create a profile and their membership is very inexpensive.
ByBob9:58AM on 13 Feb 08
A great business social networking site iswww.fastpitchnetworking.com. Not only can you network with other business professionals but there are a ton of features designed to help you market your business. You can post press releases, promote your blog, promote your podcast, add video, etc. (all of these are great features to create more of a web "footprint") Its free to create a profile.
ByBob10:00AM on 13 Feb 08
A great business social networking site iswww.fastpitchnetworking.com. Not only can you network with other business professionals but there are a ton of features designed to help you market your business. You can post press releases, promote your blog, promote your podcast, add video, etc. (all of these are great features to create more of a web "footprint") Its free to create a profile.
ByBob10:03AM on 13 Feb 08
i look like a turkey
will people still like me?
Bywarren2:36AM on 13 Mar 08
i look like a turkey
will people still like me?
Bywarren2:38AM on 13 Mar 08
This was a great article. I really enjoyed it. I have only been social networking for the past couple of months, but this article has put much of it into perspective. My blog athttp://www.thisistherealme.info was set up as sort of diary about social networking, rather than working on theory or history of social networking.
ByRichard McDuff8:18PM on 07 May 08
Thanks for a great article, which makes an interesting short history of social networking. I think social networking has grown from small beginnings, to being explosively successful. I think that anyone with an online business cannot afford to ignore the importance of social networking, as it is playing an increasing role in advertising and marketing.
By Emirhan3:29AM on 22 May 08
I am doing a study on social networking and its relation ship to the new technologies. Your article was very help and it gives a very meaning full summary.
By Bonnie
By Bonnie9:40PM on 24 May 08
Great overview of the socianetworking arena.
I am continually amazed, as is Kayjay, that the focus is all on the quantity of users and connections. In business, we know that it's not how big your network is, but the quality of your connections. What is the influence quotient of the people in your network? Finally, advertisers on these sites are addressing the importance of targeted reach. This is the most basic aspect of any marketing campaign.
The future is in in quality connections.
Nancy Fox
www.sociabling.blogspot.com
ByNancy Fox4:02AM on 22 Jun 08
Social networking - perhaps you've heard of it before, but are not quite sure what it means?
Social networking is the grouping of individuals into specific groups, like small rural communities or a neighborhood subdivision... if you will. Although social networking is possible in person, especially in schools or in the workplace, it is most popular online. This is because unlike most high schools, colleges, or workplaces, the internet is filled with millions of individuals who are looking to meet other internet users and develop friendships and business relationships, too.
When it comes to online social networking, websites are commonly used. These websites are known as social sites. Social networking websites function like an online community of internet users. Depending on the website in question, many of these online community members share a common interest such as hobbies, religion, or politics. Once you are granted access to a social networking website you can begin to socialize. This socialization may include reading the profile pages of other members and possibly even contacting them.
The friends that you can make are just one of the many benefits to social networking online. Another one of those benefits includes diversity because the internet gives individuals, from all around the world, access to social networking sties. This means that although you are in the United States, you could develop an online friendship with someone in Oregon or Switzerland. Not only will you make a new friend, but you just might learn a thing or two about a new culture and new languages. And, learning is always a good thing.
As mentioned, social networking often involves grouping specific individuals or organizations together. While there are a number of social networking websites that focus on particular interests, there are others that do not. The websites without a main focus are often referred to as "traditional" social networking websites and usually have open memberships. This means that anyone can become a member, no matter what their hobbies, beliefs, or views are. However, once you are inside this online community, you can begin to create your own network of friends and eliminate members that do not share common interests or goals.
As I'm sure you're aware, there are dangers associated with social networking. We hear special reports from famous TV personalities and many "special investigative reports," too. The dangers often involve online predators or individuals who claim to be someone that they are not. Although danger does exist with networking online, it also exists with networking out in the real world, too. Just like you're advised when meeting strangers at a bar, school, or work -- you are also advised to proceed with caution online. By being aware of your surroundings and who you are talking to, you should be able to safely enjoy social networking online. Just use common sense and listen to your inner voice; it will tell you when something doesn't feel right.
Once you've convinced yourself that you are sufficiently informed, you can begin to search for networking communities to join.
VideoMartini.com
Fiplee.com
DilnDosti.com
ByAbhishek Gupta11:33AM on 26 Jun 08
I believe there is another professional networking site called Xing out there -- I belive it too is more internationally-based.
This was a great read! Thanks.
By Kat5:57AM on 30 Jun 08
Great article and source of information for a new social networker like me. Thanks!
Byfinancial planner10:13AM on 02 Jul 08

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