Tag Archives: social network

Today Google does a cannonball into the social networking pool

Three weeks ago, on a lark, I registered the domain name RumSocko.com. But until just now, I wasn’t entirely sure what I was going to do with it.

Then, just moments ago, I learned that Google has entered the social network arena in a way that only a market behemoth can. Friend Connect will allow any site to have social network functionality. This tells me two things:

  1. Google sees an opportunity in social media marketing (SMM)
  2. It’s time for me to invite my friends and relatives to submit their favorite rum drinks

Of course, only point #1 is of real relevance to my fellow marketing technologists. There has been plenty of talk lately about how social networks are still groping for a viable revenue model. I suspect Google will lead the way to the banquet.

An example

The only question will then be: Must other social networks resign themselves to the crumbs that Google leaves behind?

ProjectStars CEO describes how this new site blends job board with social networking

I’m returning from a holiday hiatus with recharged batteries and major content changes to Digital Solid. Come back often or subscribe to find exclusive interviews with online news-makers, plus more news and tips you’ve told me you appreciate as marketers in an increasingly technological world.

Michael Beddows - CEO - ProjectStarsTo kick things off in 2008, I’m thrilled to bring you an interview with Michael Beddows, CEO of the new projectstars b-to-b online social network. This site is part project board, part social network and part blogging cooperative. It’s a novel mix that has already attracted an impressive critical mass of participants.

Q: projectstars has been around for almost four months. Has the growth you’ve seen in that time surprised you, or was it about what you were expecting?

MB: Considering that our marketing over the past few months has consisted entirely of word-of-mouth, we’re very pleased with both the quantity and quality of our membership growth. This organic growth has also provided us with some great feedback on how we can refine our equity blogging approach.

Q: In a blog entry you mention that there are generally three types of online communities, and they mirror the Malcolm Gladwell The Tipping Point connector types. Of the three, projectstars is a “Maven” network, where you’ve written, “Content is king … For those who are knowledgeable, these [Maven] sites are a great place to showcase expertise and get discovered.” Can you name other communities that follow this “maven model,” where members are encouraged to promote themselves and their expertise?

MB: LinkedIn has an Answers section where members can vie to be nominated as the “Top Expert.” The difference with projectstars is that our members are not restricted to a Q&A format and can participate in more engaging conversations. projectstars is also more amenable to search engine optimization, which means that our member contributions are more discoverable in search engines. It’s one thing to be seen as an expert within the confines of LinkedIn, quite another to be seen as an expert on the Internet at large.

Q: Your site says that you’re “blurring the line” between job sites and business/social communities. This is extraordinary enough, in that I’ve never seen another site that is certifiably both, as yours is. But what has struck me as more novel is that your business model sounds a lot like a cooperative. A week ago you conducted your first share giveaway, where 100 members with the most earned points receive their shares in the business. This sounds unique for a social network site. Is there any other community that you’ve modeled this against?

MB: We believe we are the first social network to offer members shares. We think this is the way any online community should operate as it’s the members who make the community. It’s quite possible that someday, many social networks and blog communities will become equity blogs, where members band together to form a cooperative.

Q: Speaking of blurred lines, I like the Facebook login feature, which allows anyone who is already part of Facebook to register with projectstars from a page within Facebook. I was curious how the tie-in would benefit me, and saw that friends in Facebook who are also on projectstars are immediately identified and added as a projectstars buddy. What a cool way to tie the two communities together. Has this Facebook connection helped spread the word about projectstars?

MB: With so many sites out there, anything which makes registration easier is good in our books, so the Facebook login helps in that respect. We are also developing a Facebook application so that your projectstars blogs will show up on your profile and others can vote on them – once this is completed we do expect that will help spread the word.

Q: Are you optimistic about future tie-ins with other social networks through OpenSocial? How is this work progressing?

MB: We are members of the OpenSocial development lists and are tracking progress closely, however OpenSocial specifications are still in development so we expect it will be later in Q1 2008 before we see anything from projectstars on this front. We are also investigating the possibility of projectstars itself being an OpenSocial container. projectstars members can already set up their own personalized page of projectstars content, RSS feeds, and widgets at my.projectstars.com so this would be an ideal place to host OpenSocial apps.

Q: Blogging is a great way for domain experts to show off their knowledge. On the other hand, many of these same people already have one or more blogs. Are you looking at ways to port “outside” blog content into your site, or do you simply want to encourage bloggers to move their tent within the walls of projectstars?

MB: We did investigate linking members blogs to the system, however there were two problems with this. First, the projectstars community structure means that automating where posts appear is not easily possible, and second we realize that although people do have their own blogs, they don’t always blog about one subject, and sometimes blog about personal/life issues. As we want to keep projectstars content focused on the topics provided by the 300 communities, we decided to enable blogging within the system.

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Third party site works with Twitter to promote virtual IOU’s and real beer

Twitter interests me more for what it foreshadows than for what it does. This micro-blogging system is currently little more than an electronic water cooler, where information workers and students can socialize and blow off steam. But it also has aspects of a social network — a very open social network. And that means it has the potential for some exciting innovation.

I look at Twitter as a VisiCalc of this era. VisiCalc was the first spreadsheet program for the personal computer. Primitive by modern standards, its greatest feat was setting a new paradigm. Spreadsheet progams look odd to those who have never used one, but for adopters, it is a powerhouse– something that many couldn’t imagine working without.

Of course, that’s the magic of the paradigm, not VisiCalc specifically, which was usurped by competitors within a few years of its release.

Sooner rather than later, a Twitter competitor will take the new behaviors of microblogging and deliver something extraordinary. This will be something we would not want to live without. Similar to Excel, this competitor will arrive with bigger, smarter features and scoop up market share.

Or maybe I’m wrong and Twitter will do the impossible. Perhaps it will be able to hold onto and expand its base of users as it morphs from networked toy to networking tool. Here is one ray of hope for Twitter that they will have a better chance than VisiCalc did: Twitter courts and encourages third party developers.

May I Buy You a Beer?

Which brings me to the latest Twitter-affiliated innovation: Along with Foamee, Twitter users can now publicly proclaim their intentions to buy someone a beer. Foamee then tracks the IOU, and even allows for scores to be settled and ledgers closed. Good work, Dan Cederholm of SimpleBits Design, for this fun Twitter add-on. Here’s a screen cap showing my IOU (middle posting) from this morning:

A Foamee Thread

Twitter continues to innovate by opening up to the creative community at large (another fun example is this mashup: TwitterVision). How incredibly smart. This week at ad:tech New York, Google announced it has organized several major social network sites to back an open source way of building and sharing widgets. It’s called OpenSocial.

The folks behind Google (and its own social network, Orkut), wisely recognize that innovation can only be accelerated through the “network effect.” And innovation is, after all, a key to survival. They might have even been inspired by watching Twitter.

If so, Google owes Twitter a beer.