Graph Design: Unraveling the Social Media Conundrum

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Sep 12, 2023

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Graph Design: Unraveling the Social Media Conundrum

Introduction

In the age of social media, the design of a platform's graph structure plays a crucial role in shaping user experiences. However, many social media apps have made a critical design mistake that hinders users from getting the most value out of their product or service. This article explores the concept of graph design and its impact on social media platforms, delving into the problem of over-attributing user behavior to innate nature rather than the social context provided by the app.

The Social Graph's Influence

The social graph, consisting of who users follow and who follows them, is a pivotal contextual influence in social media. However, most Western social apps have interlaced the social graph and the content feed, leading to potential issues. Users may not find all the people they follow entertaining, resulting in a less relevant and engaging content feed. Additionally, having a large number of followers from different spheres of life can lead to context collapse and a skewed perception of the app's target audience.

The Irreversible Nature of Graph Design

Graph design problems pose significant challenges for social media companies due to their irreversible nature. Once a social graph is established and users have embraced the app, it becomes difficult to reverse or make substantial changes without violating user expectations. This dilemma forces many apps to opt for patching the problem rather than fixing the root cause of graph design issues.

Actionable Advice:

  • 1. Instead of relying solely on the social graph, consider decoupling the content feed from the social graph to provide a more personalized and relevant user experience.
  • 2. Implement algorithms that can quickly and cheaply build an interest graph for users without the need to follow anyone, adjusting to their evolving tastes in real-time.
  • 3. Explore alternative social architectures that allow users to have multiple graphs per account, enabling diverse interactions and avoiding the limitations of a single graph structure.

The Role of Advertising Revenue

Many Western social apps heavily rely on advertising revenue, making feed relevance paramount. To address this, most apps switch to algorithmic feeds rather than chronological ones. However, this approach fails to address the root problem of graph design and often leads to user churn. It is crucial for social product teams to consider the long-term user experience and explore alternative architectures that offer healthier interactions among users.

The Power of Graph Design

Graph design can be used proactively to create unique and valuable social graphs that facilitate meaningful connections. By crafting a graph structure that encodes valuable intelligence and connects users to the right people in the right context, social networks can enhance user experiences and foster new discoveries.

Conclusion

Graph design plays a pivotal role in shaping user experiences on social media platforms. By understanding the pitfalls of relying solely on the social graph, social media companies can create more personalized and engaging user experiences. It is essential to approach graph design as an ongoing process rather than a destination, continuously measuring product-market fit and adapting to users' evolving needs.

Actionable Advice:

  • 1. Set up an always-on measurement to gauge product-market fit and regularly monitor user responses as you scale.
  • 2. Increase response rates by being proactive in gathering feedback from users, especially in the early stages.
  • 3. Consider alternative frameworks like the Customer Adoption Spectrum to assess the evolution of your business and identify potential areas for improvement.

In the end, the true value of social media lies in the connections made and the people discovered along the way. By reimagining graph design, social media platforms can create a more vibrant and fulfilling user experience.

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