Antisocial Networking?
The opportunity and options for online user interaction span a continuum from the tightly controlled, such as moderated message boards, to the organic, dynamic and unconstrained: think of sites that are almost completely comprised of user-generated content, like MySpace, flickr, and YouTube.
Sites in the latter genre grew and thrived in an environment of chaotic autonomy. However, their success has raised their profile and invited the attention of the corporate sensibility; the prominence of YouTube, amplified by Google’s acquisition of the site, has resulted in a trend toward censoring or restricting contributor content. Sites such as Facebook and MySpace are now routinely mined by corporate recruitment firms in an attempt to screen out prospective job seekers that may present themselves unfavorably in the context of their college lives. More seriously, MySpace has come under criticism as being a resource for predators and in response has subsequently had to tighten the rules for contributors who are minors.
Recently, YouTube became Big Brother (albeit wearing the white hat) for members of the Franklin, MA police department, who posted on the site a surveillance video of two men allegedly using stolen credit cards at a retail chain store. “You don’t have to be a technology wizard to figure out how to watch a video on YouTube,” commented one of the officers, an observation that demonstrates the low cost of admission to community and social networking sites.
One suspects that the Wild West days of the self-generating, self-maintaining social network sites are waning, ironically due to their appeal. Community has become a commodity—so much so that site owners are rushing to incorporate features such as blogging, commentary, content ranking and other interactive enhancements on their sites. USAToday’s recent conversion to a socialized environment has created a tidal wave of criticism from current users (92% of whom dislike the redesign) as well as a lively dialogue on the concept of social design. As Martin Neumann observes, “People seem to consider the social, but don’t realize the design is what makes people want to be social. . . If you want people to interact and use your site as a social web tool than you have to make it inviting enough for them to want to do so. . .” Communities originally grew and prospered organically, linking participants through common interests and impulses. The hundreds of Usenet groups that still exist today are living proof of this. Corporate-driven communities—because they are created to serve business, rather than genuinely social needs—must be nurtured carefully and must retain an element of user control. To paraphrase an old saw, you can bring a visitor online, but you can’t force them to rank your content.
