Last night I did a presentation at the Gordon Institute for Business Science as part of forum titled The Business of Social Networking, along with Matthew Buckland, Mark Buwalda, Andy Hadfield and Kate Elphick.
You can download my presentation in two forms:
Once you have downloaded it, unzip the file and run it. In fullscreen mode you need to use the arrow keys to move forward, there are only 4 slides and on the main slide, click the tabs and drag them into the main window. Sounds comlicated but it isn’t.
Here are my notes for the presentation:
Intro (drag down the tab called “the shape” at the top right)
The spiral shape represents the exponential expansion of social networks known as the Viral Expansion Loop. Read the Fast Company article for analysis of the concept using Ning as a case study.
The same pattern occurs in nature, in art (the Divine Proportion), etc and is somehow connected to the structure of material reality. If you stretch it out and invert it, it will look like a Pareto graph (the Long Tail).
CONTENT
Content, either in the form of commercial, professional or user-generated, is the core building block for community. It is the lifeblood of the system and must be nurtured and cared for. It must not be allowed to become diseased by spam, abuse or neglect.
Curatorship is very important, especially in mature social networks, to avoid decay.
In these systems identity is compressed into a two-dimensional presentation of content, strategically selected, to communicate the effect of the self. The I in social networks is reduced to a content element.
CONTEXT
Rich meta-data is the primary means of providing contextually relevant content to users. This data may come in the form of location, keywords, semantic tagging and folksonomies or hierarchical categorisation.
COMMUNITY
The relationships between users are fundamental in terms of establishing circles of trust and generating the viral expansion loop. Users must be able to establish their own communities based on common interest, family or friendship within a system and feel safe that their community is not vulnerable to negative external influence.
COLLABORATION
Users must be able to work on or around content in a collaborative manner and the history of the collaboration must be sensibly recorded and displayed. This could take the form of conversations that start with a piece of content and then expand into the creation of other types of content like comments or real-time chat.
Content, context and community are required to enable collaboration and when the conditions are correct for collaboration then the system is ripe for a series of sustained viral expansion loops. This will probably take place as the curve of the reverse Pareto graph starts to steepen.
COMMERCE
As communities of interest develop and content consumption becomes frequent there will be the need to generate revenue from the content through advertising or sales and the users will gradually want to generate their own income by using the system as a marketplace for their own content.