In the past ten years online social networks have become nearly as popular as eMail, especially within our increasingly mobile society. This explosion is attributed to the increasing importance for connectivity, This is the emergent tribal behavior, known in humans since the beginning. In an attempt to respond to this universal desire for connection, as well as the recent thirteen figure price paid for MySpace, there has been a dramatic increase in "new" online social networks. On MySpace specifically the power users of a year ago are now seemingly mega-users, people with a friends list in excess of four figures. Many band sites are now pushing six. What is it about that connectivity that everyone want to have a join in. It is connectivity.
Valdis Krebs, Noah Friedkin and Ron Burt have theorized through their SNA (social network analysis)that personal networks have horizon barriers. It is along this periphery that innovation is possible. Formally these nodes are called Boundary Spanners. By orienting on the periphery these Boundary Spanners have access to information, perspectives and ideas that are found only within the spectrum of their overlapping networks. It is in that periphery that innovation is most common. In network topology however these spanners may in fact be the power users. A spanner is then simply someone who extends beyond. It could easily be argued that MySpace is a collection of spanners, though they are by no means on the edge, they are in the thick of it reaching outside to make it edgy.
One of the largest problems with social networks currently is their lack of interconnection. Each network remains an entity unto itself, an isolated network interconnected globally by users, but isolated by networks. The only overlap that occurs is when the users take time time to link these independent channels, such as with being on both Friendster and MySpace, or Orcut and Wallop. This is the area that I began focusing on for this project. I am proposing a process through which a centralized node for all social networks is possible. Centralized in that it would combine not only the assets of all the social networks, but it would also allow for the user one unified venue for their social world. Most importantly it would allow for a more readily accessible social noosphere.
Midway through my presentation to the class I realized a few things. One, that I had been thrown off course by a last minute meeting before I took the podium and two that I was presenting a product in workshop phase, but more importantly what I was more interested in,in fact, and what I think there is a higher likelihood of, is basically a new type of browser. As I sat through Tristan's talk I realized we were after the same event, though probably in a different form. Through my research of the many social networks I realize that what I desire, as now a pro-user, since there aren't many people on all the networks, is a customizable interface. When I say this I mean that I would like to choose not only what data I had immediate access to, but how much. Through this realization it became evident that I needed a new perspective. This realization was also affected by the discussion brought up in class concerning the fragility, and near constant required maintenance of any scraped data. What we need is a new browser.
One of the biggest hurdles in this proposed interface change is the separation of the networks. This is a legitimate hurdle for not only the users, but the networks as a whole. As it stands now each of these providers have an internalized mailing system which is largely their strength. To offer access to that information is unlikely. However providing an addressable entry point could be the answer. What needs to be pointed out however is that this proposal would only change the frequency, not the pattern of user interaction.
The online world is looking for the next step, the next progression as more and more users get online. For any market researcher it is easy to see that the user base is diversifying at an alarming rate. It is evident that Moore's law and Metcalf's law are at a convergence. We have progressed from the Dot-Com early stages where implementation meant success. In most cases anything put online today will have competition, if not immediately, then soon. Because of this, there becomes an eccentric model for the fragmentation. It is the spanners now who bear the sweetest fruit. Networks concerned with their future focus their attention on reaching as many people as possible, their user base means revenue. They can increase this through many channels the most frequent is usurping fringe companies. The best method is through services.
I set Google as my home-page in '98 and I was by no means an early adapter, search methods were changing. At least within my own circle Google took over where Dogpile left off. In fact it wasn't too long after that Yahoo, Earthlink and AOL were scrambling to catch up, Netscape? Broadcast media channelling has become a science, and there is no question that search engines are a media channel, after fifty years of television and near thirty in cable the competition is fierce. It is the goal of these media channels to optimize. Especially as the internet moves to become and include all media.
Across the planet Google has a sizable market share, as mentioned. It is with this knowledge that I propose an addition. An addition that includes the now lesser players; YAHOO, MSN, and the like. I believe it would be drastically beneficial for these channels to allow for local widget-like windows on the browser. If I were to customize my home-page it would include the News, the Weather, a search feature, Mail status, and most importantly an update from my various social networks. Even if that social network were only family, the priority and interest is there. In a family network who wouldn't include a streaming web-cam from home, or a direct bulletin board for communication, on their homepage? I for one would love to have that ability especially if I were traveling, to have a mobile online office would be priceless. It is my perception that an at-a-glance all inclusive interface will soon become ubiquitous.
After a long flight to another continent, and maybe a meal, the ability to check my "desk" in seconds, before I commit to a movie and bed, would be priceless. Every day, hand held navigation, such as the Wii, and HDTV bring this closer to reality. The technology is waiting for implementation. Integration of these products will rely upon the breadth and scope of what they enable. The user searches for entitlement and susinct integration a dynamically controlled browser window will make this possible. For exapmple:I log into my google account from a hotel bed in Shanghai and my network opens on the flat screen, enter the 100G data stream and I see my family via Skype.I have three messages from the Office concerning the meeting in the morning, and not only is it going to rain but Pinochet is no more!
Apple has created a new interaction with the addition of widgets. Widgets are small programs that run hidden but are always accessible. The first I installed, almost a screen full, were a mail monitor, the weather and news headlines, I also got a web-cam from the Christopher St. subway corner, phases of the moon and a tide chart. The most obvious limitation of widgets is that they are native to Apple. I have since filled my screen with tools and functions accessible via a hot corner. Unfortunately, and despite Steve Job's wishes, all the world can not have an Apple. So to integrate these functions into the mainstream I propose a browser overhaul. A browser interface with the same functions would allow a full spectrum user base. The utility would run by pre-approved scraped data sent via an RSS from the social network. It would then be possible, and beneficial that the user could then customize what data is accessible and how frequently. If I received a new message on MySpace and a profile picture was included, this could influence my decision to check it right away. Even if I could prioritize my various mail accounts, I would save, not only bandwidth, but the time associated by filtering through the less important. Personalization is the utopia media channels should pursue.
The commercial model of this implementation is simply an added benefit for the media channel, because it keeps, at least for a time, the user in closer proximity. It also allows for an extended click-through period as the newly updated data is evaluated by the user. The social network would in turn have higher traffic as they would be moved closer to the entry portal. One of my observations across all networks is that user behavior is unique, and this is especially true for social networks, many users go weeks at a time before logging on. If their new friends,messages, bulletins, pokes, photo sets and video reels were immediately available on their startup page they would be far more likely to investigate.However there are some that respond within minutes to a bulletin on MySpace.
It is my observation that Google, for example, may have already set this process in motion. My involvement with Orcut, a social network, and also a Google company, is already evident of that. In this case I am already logged-in to gmail, so the integration is only something they haven't done yet. It is not hard to imagine that Dodgeball could be incorporated here as well. Having your social network directly tied to your network is one less step. I will say however, that at this point, other than the log-in there is no crossover. Their instant messenger has already begun to unify the interface. When a instant message is sent to someone who is logged off it automatically is sent as an email. This wouldn't be that notable if I had not noticed that suddenly emails now are often just an IM.
Flock.com is a site that proposes this integration, what is most exciting about Flock is that it is open source. So as people design new functionality it is often implemented into the site as a whole. After user testing I was not as impressed with their "innovation" however the possibility remains. I simply didn't have the time, however to push them for a redesign. I should also mention that as it is a Java browser many of the coders would rather the format be strait data. I would prefer a bit more color.
To walk through the various networks has been vastly informative, not only for user interface design, but for comparison. Each has, of course, undergone an extensive amount of user research, and is therefore a good indication of the individual network's priority as well as online social communication as a whole. Independently there is a commonality, and in some cases no unique factors. The common elements are: New messages, Your network status and, as with Facebook, updates from your friends. The most common obviously is the messaging capabilities. which brings in another network function and that is instant messaging. In a perfect world I could monitor my AIM account as well, in the case that I had a thought to share or an update. It would also be nice to have reminders; birthdays, anniversaries and even calendar information. A detail Google has again covered.
Additionally it is also important to include the possibility of network extension. Me.com has approached this issue with a constantly updating field of people logging on, as well as most popular members, both allow for a near seamless extension, an ever expanding self perpetuation. If this were taken one step further and into the Friendster model where connections can be established between secondary friends on-screen, then the process of network growth would skyrocket. A friend of a friend of a friend is far better than a stranger. In many ways this propagates the trend found within social networks and that is constant expansion. It is my perspective that this pattern of use by the majority will continue and therefore should be capitalized upon.
I visited a blog site recently that provided links to all of the blogger's social networks. I could visit their MySpace, Friendster and Flickr page immediately, but interestingly enough all correspondence was routed through these portals. It is also important to add that despite her assumed role as a techno-blogger she did not respond to my inquiries. One of the most important aspects of all social networks is the connection. The ability for the user to meet new people and expand their network. For whatever reason, for personal gain, for social clout and even the possibility of fantasy roles. Online you can either embrace notoriety or hide from it. There is a certain inherent anonymity, for the most part all IP's are equal. All barriers are down, so, for the user, as far as they can stretch so could their network. In most cases the network commonality is remote, but the social commonality is enough to encourage a click-through, and thusly the network expands. To increase this through social network integration would raise not only the value of that connection but the legitimacy therein.
The question of accountability within the social network remains. This could easily be closed by connective threads, I am already connected on Orcut. I think that accountability is the basis of a strong network. MySpace is really one of the only social networks where you aren't anchored by your own network. Most of the networks require the connective threads to be pre-existing. On Orcut specifically you can only add friends of friends. There is no random searches. Accountability within the scope of this proposal is absolute, as all user information and access would essentially be available on log-in. I believe that many users would prefer to show financial information, which obviously would require rather affective encryption. I do feel, however, that being able to pretend on line is beneficial.
Even the [RP] subset, being the role players using someone else's picture in their profile as their own, a practice widespread on all networks, are important. These users are the escapists of the net and they, are often closely connected to media channels. As a subset their priorities need to be watched as their proliferation through these networks is quite high.
Though I have visited many of the worlds most well known sites I am sure that there are as many that I have missed. I have had a socialogical interest in online interaction since the very first time I logged onto my first BBS. It was a campus wide client chat room, it was 1993. What I find to be the most amazing aspect of this type of interaction is that it largely hasn't changed. Recently I had to opportunity to use Cyworld in Korean. This interface is both the future and proof of the dynamic capabilities of these networks. Cyworld is to Myspace as NCSA Mosiac was to AOL, I can not believe how little access I have in comparison. Instead of prioritizing the functionality it was added upon. On the most basic level Cyworld is in fact like entering a world, where Myspace is simply that, seemingly a void left vacant, space. Even with the most clever coding on Myspace nothing comes close. In fact nothing in English has even half the functionality.
The importance of RSS in this model can not be over emphasized. In the case of the social networks it would provide valuable updates, in the case of the user, a just as valuable upload would be enabled. The user would, upon logging-in not only receive their own data update but would simultaneously synch their machine with their remote host enabling not only remote access but RSS data transmission to their network. " I'm flying out in the morning and should be in LA for the meeting." Or " I got stuck in a blizzard and re-routed so don't expect me home tonight. This is about customized user integration not only with but into the system.
In the years to come the online social world will continue to change dramatcally. I feel, especially after researching the many networks out there, that the customization can be taken much further. In fact there is no real reason why it hasn't happened all ready. Customization is not only the future, but it is what the world is waiting for and should be implemented as soon as possible.