Are you starting a social media company? Stop! Don’t build a new social
network, please. Just use Facebook. Yes, it sucks, but Facebook won. Or
as a friend of mine starting a company recently told me, “we consider
Facebook to be
layer
7 of the Internet”.
Apple just launched Ping, their iTunes social
network. They also just launched Game Center, their gaming
social network. These two social networks are brand new, you start with
no friends. They’re also disjoint. That tapping you hear this week is
millions of Apple nerds adding their friends, again, to a new set of
applications.
Apparently I’m an active user of 12 social networks: Facebook, Twitter,
four instant messengers, Skype, Flickr, Metafilter, Blizzard Real ID,
Steam, Xbox Live. That doesn’t count the implicit social
networks I’ve belonged to online for 10+ years, mostly via email. Then
there’s the social networks I no longer use or deliberately avoid, like
Aardvark, Buzz, FourSquare, Friendster, LinkedIn, LiveJournal, MySpace, Orkut,
ping.fm, Plaxo, Yelp, or Zephyr. And my actual social network, the
people I call for a beer when I’m bored or whose kids I buy Girl Scout
cookies from because that’s how you do.
All of these social network applications just need one bit of vital
information, “I know this person”. And “person” is identified by email
address. A list of acquaintances’ email addresses is the universal
social data.
I know, I know, your immediate thought is “but social media is more
complicated! My users need to sort family from friends from coworkers
and keep their nudie pictures private and what if someone changes their
email address and how do I sell extra access to Zynga so they can spam
my users’ friends with credit card offers?” Yes, that’s true, social
relationships are complicated. Your special application can be as
complex as you want, be assured you’ll get a bunch of details wrong. But
the core thing, the list of acquaintances’ email addresses? Don’t make a
new one.
I’m a little glib up above by saying “use Facebook”. Facebook puts a lot
of conditions on
using their social graph, enough that Apple
won’t use their data. What would be best for users and every
Internet company except for Facebook would be a proper open standard for
social data. Sadly OpenSocial
is a failure and because of network effects I think it’s too late to
displace Facebook. So we’re all kind of screwed.
(The saddest thing? I found my list of social networks by searching
Gmail for the phrase “your friend”. I found a lot of FourSquare spam but
precious few actual friends.)
Update: quick clarification in response to
feedback. I’m not
saying “don’t compete with Facebook”, I’m saying “don’t build something new
where I have to enter a new list of my acquaintances.”