The social component is thought by many to be the true spirit of what we obsessively hear called as the Web 2.0. Not the round font logos, nor pink or blue gradients.
The need for more human interaction and developing an online identity has lead to the apparition of thousands of social networks and social media platforms out of which only a few managed to get the blessing of the masses. What set them apart from the rest? What made them turn from social experiments to successful businesses? The user, their biggest asset.
Power to the people
During development stages and also while growing in popularity, these social media platforms understood the need to focus on what users wanted or needed:
- The means to connect with people who they shared interests with;
- The means to discover content based on their own interests;
- The means to become an important part of a community.
Driven by such needs, some members of these social networks turned into what we call power users. They were the most prolific users of each platform, gathering masses of other users around them, sharing the most content and most times acting like evangelists for the services they used.
The idea of one day becoming one themselves, of wielding the power that such users have, attracted more and more people to these social networks, giving them the boost required to reach mainstream and go beyond, turning them into the multi-million dollar businesses we know them to be today: Facebook, StumbleUpon, Digg, Twitter.
Social Media is shifting perspectives
The mirage of power users also had the unlucky, but somehow normal, outcome of attracting people who’d want to bend the rules and exploit the system in order to obtain personal benefits. So, unlike our wall-climbing-building-jumping superhero Spiderman, they did not get the fact that “with great power comes great responsibility”. Also, to an extent, the social media platforms themselves, turned into online business superheroes, neglected the concept completely and focused their actions against power users instead of thriving to come up with solutions to prevent such exploits. They chose the path of reaction instead of action and so, a witchhunt began.
The people that were once their most respected assets and their closest allies were forbidden to do any kind of self promotion, no matter the percentage of it compared to the contribution they made to growing the platform, nor the fact that most times, this so called self promotion was nothing more than addition of new content, quality content even. When money is involved and these platforms offer advertising methods to “self promote”, you have to be at least the next online Messiah, sharing fish and bread to the people expecting nothing in return.
Power from the people
Such is the case of StumbleUpon and more recently Digg. The idea of being a StumbleUpon power user was at some point similar to being some sort of modern Robin Hood. You’d have to keep quiet, do your thing and hope you won’t get noticed by the local SU sheriff. Shortly, Digg followed in their footsteps hunting such high profile users to the extent of banning them from ever using the service again. How dare they get any kind of profit from using the platform and not share it in part with the owners?
On the other hand, we have the platforms that have always encouraged you to be as active as you can, with limited restrictions (mostly common sense restrictions) and let the rest of the users decide if you’re worth following and thus becoming a power user or not. A notable example would definitely be Twitter .
Have you ever seen a Twitter user being banned because they dared share a link to their own website or blog, unless it’s a shady business or pornographic content? I haven’t. Indeed, Twitter is yet to discover its own successful money making recipe which might turn things around at a later stage.
And what about Digg’s new approach? The power users are still there, only they are not real people. They have been replaced with large media corporations and publishing groups that pump steroids into their content with the help of Digg users. Why aren’t they hunted down? The answer is truly simple: money. They bring in the cash for the platform, but their success depends on the mass-appeal of the platform. This way, the old creed of “power to the people” shifted to “power from the people”. But how long will this last?
People started noticing that StumbleUpon is nothing but a way to pump up your Alexa rank. While a few years back this would have meant the world for a website’s advertising efforts, now that most advertisers seek results and real conversions, that you have more chances to get through cost-per-click or cost-per-lead than with the old cost-per-mile model, StumbleUpon’s model is outdated and thus has severely decreased in popularity a lot.
For Digg it’s just the beginning. When people will start realizing that their content will virtually have no chance to outrun the competing corporate content, they’ll abandon ship and Digg will be forced to either reconsider its position or take the fall.
These are the past and the present of social media, and unless the user is the center of attention of both, there will be no future.