The Next Big Thing In Social Networking

The social has been all the buzz on the web for a few years now. And it is still going strong, for good reason. You might not remember Friendster, but that came along before MySpace. And MySpace was all

Image via CrunchBase

the rage. Then Facebook took over. Like Sam Walton claimed, you can reinvent retailing "again and again and again."

The social has been the web maturing. It is not about technology, it is about people. That is the message.

The joke at my high school back in the days was trousers narrow at the bottom and then go wide again a few years later. How else could the fashion pendulum swing? The social is the trousers going wide

Image via CrunchBase

at the botttom. But the pendulum will swing.

The next generation of social networking is going to be about the individual. That well defined individual's social interactions online will reflect the ones offline. You are closer to some people than others. You share more with some than others. Everybody on Facebook being your general friend is going to start looking bland.

Image via CrunchBase

But first Facebook has to run its course. Twitter already stole a lot of its buzz. Google Wave will likely steal a lot of buzz from both Twitter and Facebook. But Wave is still the pendulum swinging in the same direction. And Wave might remain a great way to collaborate on projects.

At what point will have the pendulum swung all the way? Perhaps when Facebook hits 600 million people? More?

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~ The way of the world is meeting people through other people. ~
Robert Kerrigan


~ It's not what you know but who you know that makes the difference. ~
Annonymous


~ It isn't just what you know, and it isn't just who you know. It's actually who you know, who knows you, and what you do for a living. ~
Bob Burg


~ More business decisions occur over lunch and dinner than at any other time, yet no MBA courses are given on the subject. ~
Peter Drucker


~ Informal conversation is probably the oldest mechanism by which opinions on products and brands are developed, expressed, and spread. ~
Johan Arndt


~ It's all about people. It's about networking and being nice to people and not burning any bridges. ~
Mike Davidson


~ Position yourself as a center of influence - the one who knows the movers and shakers. People will respond to that, and you'll soon become what you project. ~
Bob Burg


~ In the earliest days, this was a project I worked on with great passion because I wanted to solve the Defense Department's problem: it did not want proprietary networking and it didn't want to be confined to a single network technology. ~
Vinton Cerf


~ Social networking sites like Myspace, Friendster, and Facebook have literally exploded in popularity in just a few short years. ~
Mike Fitzpatrick


Katherine Berry at Pajamas Media discusses social networking: "Having just spent another morning of my life reading the most boring details of other people's mornings, I've realized how very little things like Twitter, FaceBook, or FriendFeed actually contribute to one's life: it's more like sitting in a room full of over-caffeinated narcissistic Tourette's patients with ADHD who are all trying to be the most entertaining. And, really, what's so social about a monologue?"

Brands Will Still Matter

I am as excited about the social web as anyone. But I think sometimes we draw off the mark conclusions as to what the social web is going to do to various market traditions. The market is the invisible hand. It is like that magnetic force that so fascinated child Einstein. The web does not displace the invisible hand, or many of its fundamentals. If anything, the web makes it even more invisible - if that is possible - and more handy. The web makes it more invisible by making possible transparencies that could not have been imagined before. JP is in London - or at least most of the time when he is not jet set - and when he goes for a cup of tea, I get to know like I were sitting next to him. That is amazing transparency, if you think about it.

Brands will still matter, but just like the invisible hand will become even more invisible, brands will become much more alive. The staying power of brands that deserve greater staying power will be enhanced. Brand names that deserve to sink will sink and fast. It will become less possible to prop up brand names through dishonest marketing techniques. In a world thick with the social web, sizzle and buzz will go to those who will deserve sizzle and buzz. The power will shift much more to the individual, and is that a bad thing? Is that not what we wanted all along? But it will not be any one individual. It will be individuals across the board. It will be the masses come alive. But not your faceless masses of demographic research or focus groups. It will be masses of people interacting with close and not so close friends.



A great gift of the social web will be the possibility of many, many niche brands. For someone like me who was born in one country - India - and grew up in another - Nepal - and has been in a third 10,000 miles away for over a decade now - America - the web is the only place where someone can see me whole. Is that amazing or is that amazing?

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