On federated and niche social networks
Uno as Web2.0
Sep|14|2007
MTV networks recently launched a whole string of new social networks, from a dating sites to pure content sites (with networking features built in). Predominantly the networks seem to revolve around shows like the Sarah Silverman Program, Engaged and Underage as things like Indecision2008.com.
A lot of sites are asking, Why? And I can imagine that a lot of people would be asking the same. Why not simply build a Facebook application? Why not make a channel on Youtube or a Sponsored group ala Walmart and Target?
MTV has gone the different route, similar to what Red Bull did a while back for their BC One competition. I believe this is where we’ll see growth in social networks coming up, and also something that will start helping out with a distributed identity system - a discussion that has been boiling over in some circles.
With regards to growth - these sites offer something completely different to Facebook and Myspace, and a way for people to interact completely different with the brand and each other. Facebook is a pure social network while other networks offer more content over anything else. Facebook is used completely differently from e.g. Dogster, or even MPwH (a dating site where you can meet other people with Herpes, should you have herpes).
It’s about a community
When people think of social networks they think that everything has been done before, and that since Facebook is so popular, there is no use in starting anything else. But people forget that it’s about the community and a community is platform and technology independant. Take a look at Deviantart.com. The site has been around for ages (more than 7 years), it’s a pure social network built around it’s members. It has been a stalwart in the design community, yet the technology behind it seriously lacking. The feature set is limited and it doesn’t have nearly the cool features that Facebook has, but it’s been going strong and I don’t see it dying down anytime soon. Similarly, Myspace has horrendous technology, but they are the biggest social network out there. So how is this important?
The community is what matters most. If you rally enough people around a niche then you’ll have a sustainable model that will keep itself running, policing itself and going forward. That’s why Ning has found itself in such a prime position, check out some of their featured networks here - from a place for Readers and writers of crime fiction, to AdRants (which I covered here as well) and a Wakeboarding site. As well as a ridiculous amount more. These sites typically don’t have more than a few thousand (if that) subscribers, but they are small passionate communities that won’t be able to survive on a Facebook group (as these groups are way too limiting).
So where does this tie in with the MTV networks?
MTV have built communities around each of their brands and will now be in a position to dictate what content is shown and give more direction to the feel of the community.
Why is this federation so important and what does it have to do with identity?
Essentially the platform that they bought/acquired/have from Flux is a federated system similar to the model that Ning functions on. It works that you have a single ID and then join up to different groups. The groups in this case have more functionality built in. Ning doesn’t have social networking built into their base layer - you can’t add friends to your own profile, you can only join the networks and from there add friends etc.
What MTV is probably looking to do is build out each of their networks and then use Flux as the base layer-white label network that could perhaps rival some of the other larger networks, or atleast eat away at some market share.
If MTV decides to go with a federated Social Network model they could possibly enter the Identity Provider game as people have been discussion OpenID could do. The discussion around Portable Social networks is where this would be going. With this kind of federated network you could essentially choose which networks you want to join, with a single profile.
It’s just a pity that we still have it held up in a proprietory company.
Why will this be a big player?
MTV is a huge brand in the youth market and have a loyal following. Coupled with their TV advertising they could position themselves to be a massive player. I’d like to see them move into the mobile market as well where you would be able to sit on the couch, watch the show and go online on the network on your phone (you could probably do this with your laptop anyway).
Maybe we could follow the development of everything on the MTV labs blog?
btw, I’m loving the new Google Reader search.
Technorati Tags: mtv, social network, openId, federated identity, identity 2.0