Think Before You Ning
April 21, 2008
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I just finished the rather fawning Fast Company cover story on Ning, and I must agree their business model is impressive to say the least. In fact, I envy it.
If you’re not familiar with Ning, it’s an easy way to set up your own social network, and more than 230,000 of them exist right now. It’s very easy. And therein lies the problem–not for Ning, but for anyone trying to gain traction for their particular network.
Here’s the specific problem:
Nobody wants to join a social network–and they never have.
If that’s true, you say, then why have they been so wildly successful? More on that later, but it’s similar to this age-old marketing truism: “Nobody ever wanted to buy an 1/8th-inch drill bit. All they wanted to do was drill an 1/8th-inch hole.”
One Facebook, Lots of Niche Sites
Facebook serves its purpose by being the mass site, the one that everyone joins, but it’s really not good for other things. Niche social networks, on the other hand, are smaller, but can be more powerful, more active and more fun. (CafeMom, FitSugar and many more have much better conversations than most Facebook groups I’ve ever seen.) But 230,000 of them? What’s the differentiator?
Recently, I was invited by Chris Patterson to join InSocialMedia.com. I did, of course–it is, after all, what I do for a living. But other than that, I’m not sure why I joined or what I’ll get out of it. The site is built on Ning. When I was asked my “relationship status” when I joined the group, it got me to wonder how that was relevant to working in social media.
Form Must Follow Function
If nobody ever wanted to join a social network, why have they proliferated? Simple. What people have wanted to do is this:
- Communicate with their circle of friends easily (and they got Facebook)
- Use their business networks for professional gain (and they got LinkedIn)
- Keep up with their ever changing address book (and they got Plaxo)
- Share tips with other moms (and they got CafeMom)
- and the list goes on…
Yes, these ARE social networks, but that’s because that was the best answer for the function that was desired. Social networking is just a tool, and out-of-the-box solutions must be tailored to match the purpose that they are meant to serve.
Now let’s go back to InSocialMedia.com (and I’m not picking on it, it’s just a perfect example of my point). Here are the questions I have for Chris and the rest of the group on there:
- What is the basic point of InSocialMedia.com?
- How is my relationship status relevant to that point? (I’m married. It’s no secret, and I’m not offended by the question, but it’s an example that the site hasn’t been tailored for its purpose.)
- Are we meant to be sharing the best articles and insights on the profession of social media (and if, so, don’t we have that in Social Media Today and Sphinn)?
- How are the tools you’ve chosen for your social network (and how you’ve arranged those tools) aligned with the goals of the site? Why would people “in social media” be looking for a place to upload pictures and videos, for example? We have dozens.
These are the types of questions social networks going forward must ask. Do people want to join a community around this topic and, if so, what is the minimal amount of effort they should be required to take to begin to benefit from it and what will they get back?
If you want to bang out a quick social network with all the basics, by all means use Ning. But if you’re trying to build a social network that will rise above the other 230,000+ floating around there today, it’s no longer likely to be based on your topic. You’re going to have to do a bit more work, and success is more likely to be based on how you execute.
For that, I’d look at a more robust application, something like KickApps. Because the social networks that will thrive will be those that think it out before they launch. If you really customize your site with KickApps, and choose only those elements that support the goals of the site, then maybe you’ve got a chance to beat the social network fatigue that is starting to set in.
Comments
11 Responses to “Think Before You Ning”
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I think it’s a bit semantical for it to be stated that “No one wants to join social networks” only to conclude it with they join the network due to the value it provides. I could be off, but isn’t that inherent in the action of joining the social network? A similar comparison could be no one wants to own a Mac or PC, they strictly want the value of better word processing than a typewriter.
Fundamentally I think you’re correct, though. Ning isn’t the place to build the latest and greatest socnet. Ning, in a way, is the newest installment of forum software that lets everyone jump start a community. It’s the easier and more advanced version of phpBB. Differentiating from other communities is definitely important, but I’d say let’s not forget that sometimes user adoption (scale) alone is enough. Not to say that should be planned for at all, since it’s not a reliable strategy compared to differentiation. But at least something to be remembered in the equation.
@Nathan. Yes, it’s a semantic argument, but if you keep it in mind it makes all the difference. InSocialMedia and so many others seem to have said: “Let’s start a social network, and make it about X” instead of looking at it the other way around.
Small distinction, but it can make all the difference.
There’s probably a whole article or ten to be written about why people actually join social networks, beyond the fad appeal.
Your “problem solving” focus is something that needs to be considered, though, and it’s a key observation, IMHO.
Keep the essential and dump the rest.
Ning could be multi-purpose, but weak at any one thing.
If you want to socialize and trade jokes, keep it on Facebook. Again, IMHO and there’s nothing wrong with that approach.
If you actually want to do something constructive, though…
A perfect description of the problems facing the web at present. There are too many JASN’s out there (Just Another Social Network) with no purpose other than jumping on the bandwagon. They offer nothing different.
I agree that networks should be solution oriented just as with any other product or service.
Mixxed it!
Jim,
This type of conversation is the precise reason www.insocialmedia.com was created. Experts like yourself are what will make the social network appealing to the industry audience as well as college graduates looking to enter into the exciting and quickly emerging field. Information, networking and entertainment are the 3 primary reasons people join a social network. InSocialMedia provides all three.
I also agree with Nathan from above:
“Differentiating from other communities is definitely important, but I’d say let’s not forget that sometimes user adoption (scale) alone is enough.”
It should be noted that inSocialMedia has been live for less than a month and already has 178 members and growing.
It should also be noted, that the community was not built with the objective to be another MySpace or FaceBook. Just a place to bring social media professionals together.
To answer your specific questions,
What is the basic point of InSocialMedia.com?
Answer: To bring like minded professionals together in one place to have these kinds of discussions for the betterment of all who read.
How is my relationship status relevant to that point? (I’m married. It’s no secret, and I’m not offended by the question, but it’s an example that the site hasn’t been tailored for its purpose.)
Answer:
Social networks/communities provide the “heartbeat behind the Internet”. People want to talk to people. I suppose a premise behind social networks is that they are used for dating/ match making. So without have looking into it, I presume the relationship question is asked as part of the general question template decided upon by Ning.
Are we meant to be sharing the best articles and insights on the profession of social media (and if, so, don’t we have that in Social Media Today and Sphinn)?
Answer: That is what I have been doing. I have found myself bookmarking many personal blogs of individuals. One of the things I like about insocialmedia is the idea that I can come to one place and see many articles in one place as opposed to many different rss feeds.
How are the tools you’ve chosen for your social network (and how you’ve arranged those tools) aligned with the goals of the site? Why would people “in social media” be looking for a place to upload pictures and videos, for example? We have dozens.
Answer: entertainment.
One more thing I would like to throw out there. I currently sign in to MySpace, FaceBook, LinkedIn, Xing, inSocialMedia, Spoke almost daily. I would love for someone to create an aggregator that gets through beta version that could work comprehensively with ALL the social networks out there.
Does anyone know of one that is close?
Thanks,
Nelson
@Nelson. Thanks for the thoughtful comment. And I’m really not slamming InSocialMedia.com. I know it’s new. In fact, we were talking the other day around here about creating something similar.
So I don’t think the idea is flawed. It’s more the point that for it to really take off it has to solve some problems for us (like your aggregator point). And it shouldn’t end up looking like every other social network, or it will be of marginal value.
I know FriendFeed and the like are trying to aggregate. BlogLog is trying to do some stuff, but it’s still a bit early.
Jim,
Thanks for the recommendations for the aggregators. Have you seen 8hands yet?
Also, I found this post on the Harvard Business website and thought it was relavent to the above discussion.
Why People Participate in Social Media
Posted by Josh Bernoff on April 5, 2008 3:42 PM
We continually get asked by our corporate clients: why do people participate in social activity online? What drives them?
In Groundswell we tried to collect as many reasons as we could, to reflect the diversity that drives all this participation. In this post I’ll list as many as I can. But this is just a start — participation is as varied as the people who participate.
Keeping up friendships. Facebook is about connecting with people you know, to find out what’s going on with them.
Making new friends. We’ve all heard stories of people hooking up on social networks. According to Forrester’s consumer surveys, one in five online singles has viewed or participated in online dating in the past year.
Succumbing to social pressure from existing friends. People in the groundswell want their friends there, too. Your friends, your daughter, or your golf buddies are emailing you right now, asking you to join them.
Paying it forward. Having seen that a site is useful, you may be moved to contribute.
The altruistic impulse. This is Flickr cofounder Caterina Fake’s “culture of generosity.” It’s what made Wikipedia possible. People just want to help.
The prurient impulse. People are sexy, entertaining, and stupid. All that is on display in an endless parade of exhibitionism.
The creative impulse. If you’re a photographer, a writer, or a videographer, the Web is the perfect place to show your work.
The validation impulse. People who post information on Yahoo! Answers, for example, would like to be seen as knowledgeable experts.
The affinity impulse. If your bowling league, your PTA, or your fellow Red Sox fans have connected online, you can join and connect with people who share your interests.
Respect this diversity. Keep it in mind as you set up your social applications. Assuming everyone wants the same thing as you do — or as each other — is a big mistake.
Hi Jim,
I just rolled over to your site and read your interesting rap about social media networks. I have a little pocket change left over from the day to throw into the topic…here we go.
“Nobody wants to join a social network–and they never have.”
Well that sure is a really scary anti-social thought…yikes. If no one cared about social media as much as we do…what kind of world would we have? More than likely a superbly lame and boring one. Pass the Jagermeister now, please!!!
“Why Join a Social Media Site?”
Long gone are the “Suit and Tie Martini Mixers” to the younger set of business professionals. Yes, they still exist (especially in Las Vegas, go figure) but you tell me how many “under 50’s” really attend them – and come out in one piece.
“Mixers” or another nice term for them: “User Groups” require much more time and effort than joining an online community relevant to their industry, often cost money and just aren’t as effective in the long run (did I say Martini’s? Ya lets make a deal as you spill your drink all over my new $750 Manolo’s..that’s NOT cool).
Too played out for the younger peeps. They can get their drinks at the local hip bar without the prospect of killing their business reputation at the same time.
Well, back to the question: why join a social media site? Easy, to find your niche…but one must be choosy in selecting the site to join - and it’s *imperative* to do your research prior to joining to reach the full potential.
Yes, I have a MySpace account = not too exciting, unless I want to listen to music, try to get past the professional “gate-keepers” and then pick through a million random and pointless bulletins…very ME, ME, ME centered. It’s “the” online playground for little kids (and potential psychopaths)…let them all have at it.
Yes, I have a Facebook account = again, not too exciting. I think I have nearly deleted my account every time I have logged in. Same reasons as above, only I might be able to find a picture of my neighbor’s 16 year old enjoying her first beer bong a little easier.
Yes, I have LinkedIn account = great site to “collect” connections and share your professional body of work…great…but certainly no “community” feel to it. Anyways, I keep getting my account restricted and it’s very annoying unless I pay $$$ upfront (almost as annoying as the TSA restrictions…but I digress as usual).
And finally, yes, I have an InSocialMedia.com account = probably hands-down the best social media networking site I have found for media and marketing lovers…and I actually use daily! That’s amazing in itself. Trust me.
Yes, InSocialMedia.com is a new and upcoming networking site with under 200 members, but also only about one month old…and you wouldn’t say something negative about a one month old baby, right? Plus they are very forthcoming in asking what you - the user - would like to have added to the site to help you reach your online networking goals.
I don’t see “Tom” from MySpace asking me what I’d like to add. He just sends out a post stuffing “whatever” on you…if you like it fine, if you don’t, then fine too. Actually, I’m really starting to think there isn’t just one “Tom” but many “Tom’s” in the cubicles up in there.
We all know there are thousands of other networking sites floating out there, but remember “finding your niche” is what we’re really talking about here…and you are the only one who knows what that niche truly is, and it’s up to you to find it.
InSocialMedia.com is by far the most people-friendly social media site and is a TRUE COMMUNITY of professionals. I just happen to really like to variations in personalities, seeing what they post and reading their thoughts, getting ideas and positive support…and it doesn’t hurt to make some new friends along the way.
The addition of a little entertainment isn’t all bad you know and laughing is very, very good for you. Just ask me about the Dramatic Lemur video, come on, ask me! heheheee
Think of ISM.com as: A personal extension of LinkedIn.com network…like a side dish to your entrée…like the potatoes to your meat…only with real people, with real interests and one common goal: An Intelligent Community of Social Media Supporters.
And so what if they ask your Relationship Status? Maybe someone will find a date at the same time…absolutely nothing wrong with that. Just send in a note so the CEO can congratulate you.
Ok, so I might be a lil partial…I’m not an employee, connected with or have a relative somewhere in the ranks…I just know a damn good thing when I see it, and that’s MY niche.
Alrighty then, maybe a little more pocket change than anticipated, perhaps more like a few dollar bills…y’all got lucky tonight.
Best to you,
Melissa
@Nelson, @Melisa: Thanks for the very thoughtful responses! Wow. You make great points.
Again, I’m not slamming InSocialMedia.com per se (it is young and needs time to grow), but more saying that 5 months ago you could just build a social network and hope for some traction.
Today, function must dictate form if you’re going to be successful, and Ning makes it very easy to ignore that. In a now very crowded sea of social networks, you’ll get more traction if you think about the utility of your application first…
~Jim
I agree to the extent that in creating social networks form should follow function. In order to stand out from the crowd, you have to build from a unqiue goal and create something whose purpose is not replicated by a network that already exists. A lot of social networking sites out there are just going through the motions, not bringing anything new to the table, and just wasting our time. I don’t think inSocialMedia is one of those…
In that vein, I think Melissa hit the nail on the head:
“InSocialMedia.com is by far the most people-friendly social media site and is a TRUE COMMUNITY of professionals. I just happen to really like to variations in personalities, seeing what they post and reading their thoughts, getting ideas and positive support…and it doesn’t hurt to make some new friends along the way.”
It’s exactly this unification of: 1) sharing media / relating personal information and 2) conversing about relevant social media topics that allows inSocialMedia to stand out when put shoulder to shoulder with SMT or Sphinn. inSocialMedia places the right amount of emphasis on socialization and entertainment *first* in order to allow members to build connections, trust, and perspective on our peers. Once we know eachother, it’s much easier to then roll up our sleeves and have honest conversation about what works and what doesn’t.
I can learn a lot about social media on SMT or Sphinn, and I can make friends and share media very easily on Facebook or MySpace. inSocialMedia is a place where I can do both at the same time, and the synergy of the two is potent and full of promise.
P.S. It’s scary how alike many of us are in our thoughts, interests, senses of humor, etc. The people on iSM seem like people I wouldn’t mind hanging out with if I’m in their area for a trade event…
Thanks for this post. It gives me a lot to think about.