The Evolution of Social Networking: From Identity to Verticality

Kazuki

Hatched by Kazuki

Jul 16, 2023

4 min read

0

The Evolution of Social Networking: From Identity to Verticality

Introduction:

Social networking has come a long way since its inception. What started as a means to connect with friends and family has evolved into a rich and diverse universe of digital interactions. In this article, we will explore the transition from Social Networking 1.0 to the era of Social Networking 2.0 and the rise of vertical social networks. We will delve into the concept of interest graphs, the importance of multiple identities, and the potential for new platforms that cater to specific interests and communities.

Interest Graphs and Identities:

In Social Networking 2.0, the value lies not in the app or product itself, but in the underlying interest graph. Twitter, for example, derives its worth from the identities of its users and the insights that can be gleaned from their interactions. Recognizing the significance of this, individuals have started separating their identities on Twitter, leading to a more fulfilling and tailored social experience. The digital realm allows us to be whoever we want to be, transcending the limitations of traditional social interactions.

Social Networking 1.0: Copying the Analog World:

Social Networking 1.0 was characterized by the digitization of offline relationships. Facebook focused on connecting friends and family, while Twitter replicated bar conversations in an online format. However, digital platforms often diminish the quality of analog experiences. What may be interesting or engaging in personal circles may not resonate with a wider global audience. This limitation highlights the need for Social Networking 2.0, where products are designed specifically for the unique properties of the digital realm.

Embracing Multiple Identities:

One of the core principles of Facebook is the notion of having a single identity. While this approach benefits advertisers, it contradicts the desire of many individuals to express different aspects of themselves in different contexts. Vertical social networks can bridge the gap between attention-focused platforms and private interest-defined communities. By allowing people to showcase their various identities, these networks foster connections with individuals who possess diverse perspectives and worldviews.

The Rise of Vertical Social Networks:

In today's landscape, the next billion-dollar consumer startups are likely to be vertical social networks. Users are seeking more curated and meaningful connections, as well as digital experiences that align with their interests. These platforms enable individuals to share content that may not find a home elsewhere. By catering to specific niches, vertical-focused networks offer a more personalized and engaging experience.

Building a Following and a System of Record:

Vertical social networks provide users with the opportunity to enhance their status within their existing networks. Whether it's showcasing professional expertise on LinkedIn or engaging in intellectual discussions on platforms like Quora, these networks offer unique tools and incentives for users to join. Moreover, they serve as a "system of record" by storing valuable data related to users' profiles and interactions, encouraging frequent engagement and reducing churn.

The Role of New Devices and Opportunities:

New devices and advancements in technology often unlock new opportunities for social networks. They expand the ways in which users can be present on these platforms, leading to innovative features and functionalities. For instance, Snapchat's success was propelled by its AR filters, which appealed to a wider audience beyond high school students. Additionally, the unbundling of platforms like YouTube presents a significant opportunity to create specialized products with killer features for specific content categories.

Conclusion:

As social networking continues to evolve, the shift towards vertical social networks becomes increasingly apparent. From interest graphs and multiple identities to personalized experiences and niche communities, these networks offer a more fulfilling and tailored social experience. To capitalize on this trend, individuals and entrepreneurs should consider three actionable pieces of advice:

  • 1. Embrace your multiple identities: Don't limit yourself to a single online persona. Explore different facets of your personality and engage with communities that align with your diverse interests.
  • 2. Seek out vertical social networks: Look for platforms that cater specifically to your passions and hobbies. By joining niche communities, you can connect with like-minded individuals and foster meaningful relationships.
  • 3. Leverage new technologies and devices: Stay abreast of the latest advancements in technology and explore the opportunities they present. New devices often pave the way for innovative features and functionalities that can enhance your social networking experience.

In conclusion, the evolution of social networking from identity-driven platforms to vertical social networks has transformed the way we connect and interact online. By embracing multiple identities and exploring niche communities, individuals can cultivate more meaningful connections and engage in curated digital experiences. As we enter the era of Social Networking 2.0, the possibilities for personalized social interactions are endless.

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