新一代 Social Media 需要些甚麼元素?

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文章分類 : News, Social Media

國外國媒體體發表 IM Creator 創辦人 Jonathan Saragossi 文章稱,Facebook 是給祖父母輩使用的,人們需要新一代的社交網絡。Jonathan Saragossi 認為新社交網絡需要具備六項特性,分別是多面的自我、流動優先、本地化推薦、擁有權、收益和商務以及「黑客」工具箱。

以下是文章主要內容:

Facebook 不再是人們深愛的那個社交網絡……我們想要得到新鮮的、令人振奮的東西,想要獲得前所未有的體驗。我們想要再一次獲得驚喜。我們想要一個全新的、更好的社交網絡。

Facebook 用家量的確還處於增長當中,但過去十年的那些原始用家似乎在陸陸續續離開它。隨著更加新穎的社交網絡服務和平台的不斷湧現,人們發現實際上沒有一家公司能夠滿足他們所有的社交網絡需求。我們的品味和渠道正日益分化,用家排斥社交媒體領域的傳統規範。

這無可避免。它屬於任何產品的自然生命週期;除非能夠變成擁有繁殖體系和進化能力的活體,否則產品最終都會走向衰亡。Facebook 也不能逃脫這一過程——它有進行更新迭代,但變化細微,它並沒有再造自己。

今時今日的 Facebook 並不像是個蒸蒸日上、富有活力的大都會——它更像是一個溫馨的鄰家酒吧。因此,它將面臨著逐漸式微的殘酷命運。跟你的父母生活在同一個城市可以理解和接受;城市有足夠的多樣性,人與人之間也有一定的距離。但如果你發現你跟父母坐在同一個酒吧裡,那會令人恐懼。看到你的父親在他的 Facebook 塗鴉牆上張貼日落和早餐的照片時,你就知道一切都完了。

我們需要一個全新的社交網絡。以下是它變得出色和可持續所需的元素:

下一代社交網絡應當方便用家展現自我,展現多面的自己,如喜歡收藏椅子、週末會去喝酒。目前,在 LinkedIn 上人們通常表現的是正經的一面,在 Facebook 上則表現得友好,而在 Pinterest 上則會給人一種對收藏非常著迷的感覺。人往往就是這樣的一個綜合體。

讓人一併呈現這些特點的網絡會有助於人們了解談生意對象的家人和愛好,提高促成生意的幾率,也有助於人們交上志同道合的朋友。它也會讓約會、聯絡家人和交新朋友變得更容易。

該社交網絡肯定是先從應用做起,它的核心用家群會在流動端。那麼做有助於快速滲入市場。

桌面端版本會是邊緣產品,僅僅是為了方便那些用上癮的人使用。

每每想要獲得新鮮的東西時 Facebook 總是讓我感到失望。它總是給我呈現來自我熟悉的人的內容,讓我回到我的家人朋友的溫暖懷抱。而我則想要打破這些界限。

在你到了一個你沒有熟人的新地方時,Facebook 的不足暴露無遺。Facebook 突然陷入「沉默」,繼續向你展示來自家的那些不相關照片,讓你既感到內疚,又想家。

我每次到了東京都會碰到這種情況——我被遺忘了。Facebook 知道我身邊在發生甚麼,但卻不告訴。下一代社交網絡應當讓你衝破你封閉的社交圈子,讓你可以讓它多樣化和擴大。

到了一個陌生的城市?大家明天都會去一個音樂會。你可能會也想去因為你在社交網絡上說過喜歡音樂。在音樂會裡,你想認識身邊在跳舞的一位女孩時,就可以通過該社交網絡給她發送一張動態 GIF 來搭訕。

有好奇心的人類對於未知的東西都很有興趣。該新社交網絡應當能夠幫助我們擴大視野增長見識;它會比 Facebook 所提供的舒適環境要更具冒險性。

個人資料頁、內容和訪客名單全都歸我們自己所有。

下一代社交網絡應當去中心化,讓每個人成為自己的內容的所有者。這會產生獨立性,帶來更加強烈的情感聯繫。這種所有權會讓我們在上面投入更多的時間、精力和金錢,因為我們知道我們的內容專屬於我們自己。

輕博客 Tumblr 在這方面做得很不錯。人們在上面可以輕鬆建立主頁或者博客,將頁面連接域名,讓頁面獨立化,同時仍能夠享有各種社交工具,如內容討論。

擁有內容的所有權會打開新的經濟機會。那個「房產」一旦屬於你,來自它的收益自然也就屬於你。

而當前的情況則截然不同。在 Facebook 上更新一條廣受歡迎的狀態,即使是引來上千個「贊」、評論和關注,也無法給帖子的原創者帶來一分一毫。因為你的內容而前來存取的朋友點擊頁面上的廣告,所產生的收益也全都歸屬於 Facebook。這不公平,因為是你吸引了那麼多人來看。

你得到的只不過是「贊」之類的無用「回報」,而 Facebook 則在一邊數錢。新一代社交網絡應當與創造內容的用家分享收益。事實上,它應當只能拿小額佣金,提供選項將佣金轉變成換取它提供的技術服務的固定月費。

更進一步地想,新社交網絡還應當提供簡單的產品銷售解決方案。

我們在現在的社交網絡上投入了那麼多時間,通過口碑效應傳播品牌價值,因此下一代社交網絡沒有理由不讓我們將所投入的時間精力轉化成另外的收入來源。

它將採用的商業模式將更加複雜,包含溯源模式。如果你的「贊」最終引發了交易,你應當獲得分成。

Facebook 內部推崇黑客文化。但對於用家,它並沒有為「黑客」提供絲毫的發揮空間。如果你給你的 Facebook 頁面上傳或者調轉不尋常的內容,你的賬號很可能就會被刪除。改變和開發 Facebook 頁面的功能並不存在。

由於頁面改造選擇有限,自然的進化和開發就不可能出現。Facebook 也就無法帶來新的迭代,無法提供前沿變化。它並不允許平台上出現真正的城市所需的多樣性。

毫無疑問,我的願景富有雄心,但並非遙不可及。未來會出現一個包含上述特點的社交平台,到時我們都會想為何它沒有早點到來。我們已經看到流動優先、黑客友好型和以所有權為導向的平台在出現,在取得成功。

下一代社交網絡將會提供讓創造無窮無盡的變化成為可能的工具,那些變化可能會是網絡的原創者從未想到過的。那會是神奇的地方;大眾將創造出永久的多樣性和破壞性,讓它可以避免消亡的命運。

你理想中的社交網絡又是甚麼樣的呢?

Source : TNW

It’s time to move on. The feeling is becoming more and more significant with each passing day and it just keeps spreading. It’s just not it any more… we want something new, exciting, which can take us places we’ve never been. We want to be surprised again. We want a new, better social network.

Facebook may say its user base is growing, but original members from the last decade appear to be leaving in droves. As more niche networking services and platforms enter the space, people are finding that not any one company is serving all of their networking needs. Our tastes and channels are becoming fragmented, and users are pushing back on accepted norms in the social media space.

This is inevitable. It’s a natural life cycle for any product; unless it somehow becomes a living organism with its own reproductive system and evolution, one will eventually wither and die. Facebook cannot evade this process – it regenerates with nuances, but is not reinventing itself.

This curve is missing something important – the two-way migration that happens over time. When the late majority joins in, the innovators and early adopters are already feeling uncomfortable.

Facebook today doesn’t resemble a thriving, living metropolis – it’s more of a friendly neighborhood bar. For that reason, FB will face its cruel destiny of simply fading away. Living in the same city as your parents is forgiven and acceptable; there is enough diversity and distance between everyone. But finding yourself sitting in the same bar as your mom and dad – that’s horrifying. When your father posts pictures of sunsets and breakfast on his wall you know it’s over.

The conclusion is undeniable; a new social network is needed. These are the things that will make it awesome and sustainable:

The multiple expressive me

I’m a business man and a family man. I love collecting chairs and getting drunk on the weekends. I want to introduce all of these aspects to my network. I’m not the boring and stiff ‘LinkedIn Jonathan,’ nor am I the friendly smiley social creature presented on Facebook, or the Tumblr pervert, or the obsessive Pinterest collector for that matter. I am all of these things wrapped in one.

This combined display has a real advantage, even for any one of the separate verticals: It would be easier for me to go into business with someone when I can see their family and hobbies. I’ll feel closer knowing we have some common ground. It will also make dating, keeping in touch with family, and finding new friends easier. Combining your identities, creates a synergy and depth to your online persona.

Privacy issues? Not really. If you’ve done it in public – it’s public. Thinking it will remain a secret is naïve. You want a completely alternative identity? Open a second profile. Unlike Facebook, it’s not forbidden, but recommended in the new social network of the future.

Mobile first

This social network is sure to start as an app, and its core audience will be on mobile. The market penetration potential is huge and can be attained faster than any other technology in history.

The representation of this social network on desktop computers will be marginal, and only as a convenience for those who feel uncomfortable without it.

Localized recommendations

Facebook lets me down every time I crave something new. It always offers me to return to my families’ and close friends’ warm embrace. I want to break these confines.

tokyo 220×100 Facebook is for grandparents: What we need in a next gen social networkIts shortcomings are fully revealed when arriving to a new location where you have no acquaintances. Suddenly, Facebook is silent, keeping you informed on irrelevant pictures from home, making you feel guilty and homesick like your meddling aunt.

It happens to me every time I arrive in Tokyo – I get left out. Facebook knows what’s happening right around me, but it won’t tell me. The next social network should let you break through your closed social cliques and instead try to diversify and expand them.

You’ve landed in a strange city? This is the action happening around you right now. Everybody – all foreign and wonderful – is going to a concert tomorrow. You might like this because you’ve indicated a love of music. In the concert itself – it’s the girl dancing next to you. Maybe send her an animated GIF to break the ice?

Humans as curious animals are naturally interested in the unknown. The new social network should help us expand our horizons; it will be much more adventurous than the warm cozy environment Facebook has to offer.

Ownership

The profile, content, visitor stream are all mine. Our friends aren’t meant to be crammed into a rented room in a huge blue-gray hotel. We should own our apartment, with the ability to decorate, organize, and expand as we please. I don’t want to be facebook.com/Jonathan. This immediate association to a specific network limits me and portrays me as a specific character that I’m not interested in being.

The next social network should be decentralized and each person will be the owner of his or her own content. It will create independence and a much stronger emotional connection. This ownership lets us invest more time, energy and money because we will know it’s so specific to just us.

Tumblr does this well. It’s easy to take a profile or blog, connect it to a domain, make it independent and still enjoy the network’s social tools that provide the option to discuss content and speedy, unmediated distribution.

Income and commerce

Ownership over content will open new economic possibilities. Once the real estate is yours, the profits originating from it are naturally yours as well.

The situation today is quite different. Posting a very popular status on Facebook, with hundreds of likes, comments and followers will not provide any profit to the writer of the post. Your friends, who came because of your content, are clicking on commercials and the entire profit goes back to Facebook. It’s unfair considering you’re the one that drew the crowd.

What you get instead is akin to a useless “reward” in the form of likes, while Facebook counts its profits. We sell our content for peanuts and I believe, like many, that is about to come to an end.

The new social network should share profits with users who create the content. In fact, it shall only take a small commission, and offer the option to convert the commission to a fixed monthly sum in exchange for the technology services it provides.

Taking it further, the new social network should provide simple solutions for product sales, real or virtual. Like a full, closed marketing circuit, it will take us from reference to purchase and will serve huge, all inclusive mega stores just as it serves personal micro stores.

We invest so much time in our current social networks propagating word of mouth brand value and referrals , there’s no reason why the next social network can’t include this process and allow users to turn their invested time into an alternative income source.

The business models it will use will be more sophisticated and will include an affiliation model. If your like eventually lead to a purchase, you should get your share of the earnings (10 percent for a referred paying customer is a reasonable, although low, commission in the affiliation industry these days). If your recommendation results in the purchase of a Toyota there is a lot of money to be earned.

Tool-set for hackers

Mark Zuckerberg is known for the hacking culture he confers on his employees – rebelling against authority, building new things, and finding tricks or bypasses. The problem with Facebook is that this culture remains only inside the company and development teams.

The users themselves, meaning all of us, are given no room for “hacks.” If you have a Facebook profile and you revolt or upload unusual content, there’s a chance your account will get deleted. The ability to change and develop your Facebook profile, in ways that are yet to be developed, does not exist.

A natural evolution and development cannot exist with such narrow options. There is no room for new iterations and being cutting-edge. It does not allow for the necessary diversity needed to create a true city. This is the problem with Facebook.

The future

No doubt my vision is ambitious, but it’s not far-fetched. There can, and will, be a social platform that embodies the attributes outlined here and we’ll all wonder why it didn’t come sooner. We’re already seeing mobile-first, hacker-friendly, ownership-oriented platforms emerge and succeeding.

The next social network will provide tools with which it will be possible to create endless variations – variations the original creators of the network could have never dreamt of. That’s where the magic is going to happen; where the masses will create perpetual diversity and disruption, effectively avoiding Facebook’s fate. After all, how can you disrupt a network that is disrupting itself?

What does your dream social network look like?

Source : TNW

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