SXSWi2009: The Future of Social Networks

#sxswfsn is the hashtag

Charlene Li

Her paradigm – social networks will be like air. They will be where/when we need them – not site-dependant

Shopping as an example
– walk into a store, you see people.
– “walk into amazon” – who do you see?
– Showed a mockup of filtering reviews to people you know

Even TV is getting social
– newscasters have been inserting twitter hashtags into the news ticker feed
– Charlene really wanted to just see what her friends thought
– some set top boxes have this functionality

Enterprise networks are starting to be social, too.

Three things are needed to make social networks like air
1. Identity – who you are
2. contacts – who you know
3. Activities – what you do

Two sets of standards/rules that exist right now
– Facebook
– Open Stack

Many, myriad identities:
– she’s an author/writer person
– she’s a mom
– doesn’t want to blend necessarily

Friend management is tough
– facebook now lets you sort friends into groups
– she friended her co-author … at least 20 different times in a variety of places – why isn’t is just once?

Have to put our trust in someone
– with identity, with contacts, with activity stream

Talking about social algorithms
– ex. gmail showing your top 20 contacts without you asking for it

What gets everyone to be open?
– the money
– ex – Facebook Connect taps into offsite – this gave them more awareness, more people, more views
– ex – earthwatch trip

Talking about ads that can appear on many different networks

The Rise of the personal CPM

What should you be doing to prepare?
1. evaluate where social makes sense
2. think about your back end
3. prepare to integrate social networks into your organization

The idea of a flipped org chart with customer on top, ceo on bottom

I sent a twitter hashtag comment/question – her whole point is that social networks are like air. But then she’s basically suggesting that we should control where the “air” is and is not. So my comment – But if it’s like air, you can’t choose where SNs makes sense and where they don’t – it would be everywhere no matter what, right?