Social Networks Aren’t Social

Social networks are not really social—they’re informational. While they may appear to be social, and perhaps we flock to them and participate in them because we feel a need to socially connect, the real currency is information. Whereas we might go to a bar, a cocktail party or a dinner and spend 90% of our time talking about things that are not important to us, just to maintain and keep alive that social ‘space’, and 10% exchanging really usable and useful information, online the percentages are probably inverted.

Looking at my Facebook inbox, the last 10 exchanges have been about arranging to meet a professional acquaintance who is about to move to Indonesia, chatting with a casual acquaintance about why they’re quitting their job, getting information from a professional acquaintance about her deleted blog, a request to appear on a radio show from a close friend, offering advice to a professional acquaintance about furthering their career, requesting help from a professional acquaintance about interviewing her boss, and then a handful of inconsequential exchanges with friends and semi-friends. These exchanges are data-rich, in the words of Edward Tufte, whereas the average real-world conversation is much less so.

(I’m not talking about enjoyability here, and this is not to say that social interaction isn’t important. They’re of course more fun—it’s really hard to get drunk with someone on Facebook—and In many ways the data that comes out is more useful, because it comes after vital ‘social greasing’—wine, song, ambience, comfort, shared intimacies—that lubricate the lips. I’m just talking ratios.)

This all sprung to mind reading some great notes that Ethan Zuckerman is taking at Picnic08, who quotes from a panel discussion that includes Linda Stone, Jyri Engeström, Matt Jones, Addy Feuerstein and Philip Rosedale. Jones, the founder (should that be foundr?) of Dopplr, reckons we should let go of the idea of friendship in many social tools and just focus on the exchange of information:

He quotes Merlin Mann, who describes the new feature on FriendFeed which allows you to pretend to follow a friend so you won’t create an awkward social situation, “This is a major breakthrough in the make-believe friendship space.” There are many rich ways we can build social relationships online, but we’d do better to focus on the information we already exchange, the “wear we leave on social objects”, rather than forcing make-believe friendship.

I reckon he’s right on the money there. Many of us try to create a distinction between Facebook friends and LinkedIn friends, but it’s getting harder and harder. I keep Facebook only for those people I’ve met, but increasingly, as my tight network of friends new and old thins out the people I’m adding are loose acquaintances.

The relationship we have is based on trust—after all we knew each other, once—but the usefulness trumps the warm fuzziness. We hope to make use of our renewed acquaintance, and. perhaps, we’re not so shy about exploiting it.

This was what I thought would happen on LinkedIn.  My policy there was to add pretty much anyone who wasn’t trying to sell me life insurance, a house or a bank. But at least for me it hasn’t really worked. Being LinkedIn buddies doesn’t really seem to be enough to create a connection through which business can flow. (This despite, theoretically, everyone wanting to know a journalist if only so they can pimp their product.)

The bottom line? I don’t think make-believe friendship works, and I think social networks will fail if they focus on that. It’s not about finding new friends. It’s about facilitating the exchange of information through existing ones: sharing websites, job offers, invitations, photos, whatever will help or entertain your friends and acquaintances.

Of course, friendships are strengthened through these exchanges, but it’s not the ‘friending’ that is doing it, it’s the information.

…My heart’s in Accra » Picnic08 – The future of social networks

PS Just spotted this from David Weinberger: “But sites like Facebook aren’t about information. They’re about self, others, and the connections among them.” Sounds like we’re not in agreement, but I’d say we are: information, in this case, is talking about the personal data one puts up on these sites. I’m talking about the information that is exchanged on these sites: the trading that takes place, the process. The difference is between the photos a hairdresser puts in his window display and what actually goes on inside the barber.

25. September 2008 by jeremy
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