Social Networking is the two-dollar buzzword of the day. But what is it?
YouTube, MySpace, Digg and Slashdot? Blogs and forums? LinkedIn? Merchant reviews on Amazon and Froogle? Facebook, Friendster, and Epinions?
Sure. The definition I want to use is user generated content. The 'user generated' part of that definition differentiates it from standard, Web 1.0 sites that -- while cool in their own right -- only sent information one way. Proprietor generated content only.
And the 'content' part of that definition is also important. Maybe there was a 'contact us' form, but the results of that user generated data didn't become content on the site. For the same reason, Instant Messaging, for all it's user-centricity, doesn't generate content that becomes part of social networking in the sense that we're discussing here. (Nor do telephones, which could also be considered part of social networking, but are excluded by this definition. Both have definite strategic implications -- texting alerts and whole tons of other interesting things you can do with them. But let's not call that 'social networking' here.)
Social networks typically move through four distinct phases.
1. Creating the social networking space
YouTube would not have been popular without the technical framework that allowed people to submit videos and comment on them. Companies that create forums or start blogs are creating the potential space for a social network to grow within. This step is the first and easiest step of the social networking lifecycle.
If you want to create a strong space for social networking, ease of use and functionality is the key. Missing functions, awkward interfaces or arbitrary restrictions will kill it. On the other hand, too much freedom will also kill it -- as soon as it becomes targeted (as it inevitably will) by script kiddies and spammers.
2. Creating and contributing content
If all YouTube had were videos of the creators' summer vacations, it wouldn't be quite as popular as it is now. If Digg consisted of nothing but my blog posts, it would be about as popular as my blog (which is to say, not very). This is the first important part of the 'user generated content.' In the case of YouTube, of course, much of the content is not actually user generated and has spawned numerous waves of copyright-related discussions and deletions.
This is probably the hardest area for most small businesses to really use. Less than 1% of Digg submissions ever hit the front page. To create something that will resonate with people takes a different kind of genius than leads most people to starting a business. (Think "Charlie the Unicorn.")
However, a well-written, helpful article about details of your industry might resonate with potential customers. A recent Digg article about "How to buy an HDTV" made it to the front page. Lots of traffic. Server-melting traffic. Adsense-billionaire-making traffic. But it's a little like winning the lottery.
3. Commenting on content
Which seems more credible to you? A video with a little tag below that says "14532 views," or a video with 800 unique comments and a little tag below that says "14532 views?"
The comments that accompany unique items on social networks serve multiple functions -- most importantly as a strong indicator of actual, human interest. Those 14 thousand views may all have come from one kid running a refresh script with Greasemonkey.But there's no way that one kid wrote all 800 comments. And don't forget about the SEO value of all those comments. Misspellings and related keywords that you would never have thought of.
4. Influencing the creation and commenting
Here's where most small businesses can have the most powerful impact. Rather than trying to comment on every hip, new social networking site, encourage your customers to do so. A handful of positive reviews on Google or Epinions can have a bigger effect than dropping thousands on PPC ads.
Run a contest, or offer coupons for anybody who'll write a review. Positive or negative -- remember what happened to Microsoft when it tried to pay people to favorably adjust a certain Wikipedia entry. You just want to encourage conversation.
The drama about Aqua Teen Hunger Force or whatever, with the LED bombs that a couple of deadly hippies planted strategically about town? A great example of 'influence' on social networks. There are less inflammatory ways to get attention, but the principle remains the same. Get people to talk about you.
The End
Authentic conversations. That's what social networking is all about. Whatever role you play in them, make sure it's authentic and interesting. Don't try to be the nerd who dresses up in cool clothes one day. Be yourself! And have respect for yourself.