http://www.deepjiveinterests.com/2008/03/05/on-social-networks-there-are-friends-and-there-are-friends/ Thoughts on Web 2.0, Social Media, Marketing. Thu, 26 Jan 2012 17:30:48 +0000 hourly 1 http://wordpress.org/?v=abc http://www.deepjiveinterests.com/2008/03/05/on-social-networks-there-are-friends-and-there-are-friends/comment-page-1/#comment-134789 Alexander van Elsas Wed, 05 Mar 2008 16:46:03 +0000 http://www.deepjiveinterests.com/2008/03/05/on-social-networks-there-are-friends-and-there-are-friends/#comment-134789 Hi Tony, as a pure coincidence Steve and I wrote sort of complimentary posts this morning. Where Steve (and you) discuss the meaning of on-line "friendship" I decided to talk about the effects of it on social networks and marketeers trying to reach those people connected in a social graph. Because the cost of getting thousands of on-line friends and interacting with them has dropped to zero we tend to have large networks of friends. But these networks, or social graphs, are really highly volatile as we tend to invest in only a few relationships. The majority of the on-line relations just sit there and don't really add value. And that is fine, since the current social networking generation doesn't expect us to invest in such relationships. We communicate whenever we feel like it but don't expect much in return. The effect of that, of course, is that marketeers have a false illusion that they can use the social graph data within apps like Facebook to target their audience more precisely. But they won't find me there. They will just see a small public part of me. No better or worse than old fashioned demography info really. If interested, the (rather lengthy ;-))post is on my weblog and Techmeme. Hi Tony,
as a pure coincidence Steve and I wrote sort of complimentary posts this morning. Where Steve (and you) discuss the meaning of on-line “friendship” I decided to talk about the effects of it on social networks and marketeers trying to reach those people connected in a social graph. Because the cost of getting thousands of on-line friends and interacting with them has dropped to zero we tend to have large networks of friends. But these networks, or social graphs, are really highly volatile as we tend to invest in only a few relationships. The majority of the on-line relations just sit there and don’t really add value. And that is fine, since the current social networking generation doesn’t expect us to invest in such relationships. We communicate whenever we feel like it but don’t expect much in return. The effect of that, of course, is that marketeers have a false illusion that they can use the social graph data within apps like Facebook to target their audience more precisely. But they won’t find me there. They will just see a small public part of me. No better or worse than old fashioned demography info really. If interested, the (rather lengthy ;-))post is on my weblog and Techmeme.

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