Social Networking Tools: Flops and Fliers

Why do some social networking tools flop, while others integrate smoothly into the jargon of daily routine—the “posting,” “tweeting,” and “tagging” that become the frameworks of our interpersonal relationships and our involvement in a growing virtual world? What makes a social site work—makes it conducive to real results and public uptake?

When social networking sites work, they REALLY work

When social networking tools works, you see the results and you see them fast. Consider Facebook. Since its launch in February of 2004, Facebook has emerged with startling speed as a social networking giant – attracting more than 800 million active users, and expanding its demographic globally and to both individual and enterprise-level use cases.

Was Facebook a first?

Some claim that Facebook gained momentum due to the “novelty” of its central concept—that it was the first effective virtual space catering to social interactions. However, consider the facts—the first recognizable social networking site, sixdegrees.com, launched as early as 1997, and provided basic social functions such as user profiles and friend lists. Even MySpace was founded before Facebook, in 2003, and, although a formidable offering in its own right, falls significantly short of Facebook’s current popular appeal (As of October 2011, MySpace was ranked 103rd by total web traffic). For some reason beyond novelty, Facebook has emerged as the “gold standard” in social networking tools, and I think it’s important to consider the factors that have led this to success, and how these extend to social in the workforce.

What makes a social networking site work?

The best social networking solutions satisfy several important conditions. First, they recognize the importance of clarity in presentation, that streamlined search engines, simplified profile pages, and easy-to-use features greatly improve user retention. While MySpace pages are riddled with internal distractions such as blaring profile songs and messy wall images, Facebook gets straight to the point, narrowing down focus to the easy essentials such as clear profile pictures and filtered activity stream walls. Next, Facebook is malleable—it listens to its users and understands the importance of shifting along with a changeable user demand.

How does this relate to NewsGator?

At NewsGator, we have really perfected the clarity of presentation and internal malleability needed to produce real business results. Social Sites 2010 provides social networking solutions for any business enterprise. Social Sites presents users with profile pages that are clear and easy-to-use: with profile pictures, interest boxes, and filtered activity stream walls offered as core features. And for the best in simplification, our communities provide a space for people to gather around more specific issues, to watch tutorial videos, collaborate around a specific project, or even brainstorm about a fun event at work. At NewsGator, we recognize that people, and organizations, don’t want to think too much when using social tools, and that internal features that are easy to both teach and learn are absolutely essential.

Finally, NewsGator is keeping up with an ever-changing user demand in a way that really sets our product apart. At NewsGator, we react and listen to the “will” of our users; we stay one step ahead at all times. Perhaps this is what makes Social Sites 2010 one of the leading forces in enterprise social computing solutions.