The Digital Lookout

If you read the digital press and Internet related news sites you will notice that the perceived future of social networking is mobile.  Both Myspace and Facebook have mobile sites which are essentially a stripped down version of the web interface.  But is this what constitutes the future of social media on the web?  Or is it something more?

At a recent seminar I attended on mobile marketing the general message portrayed by the speaker was don’t just regurgatate your website for mobile, think about people will want to use the mobile site for and provide that.  Facebook have done this to a certain degree by stripping back their main website and providing a simplified mobile interface where the most prominent feature is the profile update.  This is fine, but I cant help thinking that it doesn’t really play utilise the benefits of mobile  to make it something more.

Social networking plays into the hands of mobile phones and mobile Internet by its very nature.  Social networks are a communication tool, a tool used to connect with friends and like minded people, as are mobile phones.  But there is a huge difference to the PC based world wide web, and mobile web, and so the networks which are going to be successful need to be adapted to suit the world of mobile Internet.

Gigaom are dubious about the possibility of a social network existing purely on mobile alone quoting the example of Rabble who started as a mobile only social network and are now making strides by partnering with existing web based networks and enabling them to go mobile.

Information Week are a little more confident stating mobile social networks as an untapped market ripe for the picking.  they do however raise questions about the most appropriate monetisation model as standard advertising models don’t really suit.

So why should it work?  Here are some of the main arguments why mobile social networking should work:

Communication tools: as mentioned above, both elements are communication tools, so combined they should compliment each other.

Simplicity: the mobile web is tough to get right, but the simplicity of some key elements of social networking can bypass this if done correctly.  For example Facebook status updates are regularly done via mobile and twitter is also a big player in mobile social.

Growth in Mobile Internet:mobile Internet usage is growing as charges come down and handsets advance.  This makes the potential for those that can get it right even greater.

Reach of Mobile: I don’t know anyone who doesn’t own a mobile, that means everyone is a potential user!

And now for the converse; what are the barriers to it being the next big thing?:

Mobile Internet Usage: although growing, this still isn’t great.  For years now mobile Internet and more specifically mobile advertising has been the "next big thing" but but has never really materialised.

Handset Limitations: Linked to the need for simplicity, lets face it, viewing web pages on a handset just isn’t that good.  navigation is difficult and page load is slow, so anything that is going to take off, is going to have to be simple and compatible.

Revenue models:  Mobile advertising to date, doesn’t really work, so CPM based revenue models are out.  Subscription models could work, but you would need ot give people a pretty good reason to sign up.  Without the two obvious options it is going to take some out of the box thinking to monetise any network which does break down the initial barriers.

I’m sure there are more why’s and why not’s which I could come up with given more time.  Do I think mobile social networking is the next big thing…maybe.  I can see it working, but not in its current form, and as for it working as a stand alone network with no web presence, I’m even less sure about that.  Ill have to give it more thought before writing the business plan to take over the mobile social networking world ; )

I was alerted to a great resource today for examples of social media done well.  If you are anything like me you have spent a lot of time speaking to clients about how they can utilise social media, sometimes coming up with gems, and sometimes hitting a blank.  I have long held the opinion that social media isn’t for everyone but Peter Kim has come up with a great list for companies who have used it, and used it well.

This is a great resource for coming up with ideas for how social media and social networking can be used in different markets.  An once you get past all the Facebook pages and groups there are actually some good ideas in here as well!

Interestingly the YouTube wii fit video “Why every guy should buy their girlfriend Wii Fit” is on the list under Nintendo suggesting that maybe it was viral which was produced by the gaming giant and not as innocent as they claimed.

List of Social Marketing Examples

Cosmopolitan has commissioned a survey and asked social psychologist Dr Asi Sharabi to interpret a selection of Facebook profile pictures and tell us what common profile picture themes tell us about the person in question.  And here are the results:

POUTING: Presenting such a provocative, sensual symbol indicates someone who wishes to be acknowledged in a sexual way – seeking intimacy or a partner. It could also indicate being a very tactile person

WITH AN ANIMAL: A person who displays themselves as capable of caring and nurturing, indicating need of an outlet for these tendencies and a broody nature.

DANCING: To display yourself on display, so to speak, is the ultimate invitation to be watched. Those who show themselves dancing are likely to be strongly extrovert. Additionally, in Western Culture, dancing has strong connotations toward leisure and freedom, denoting a hedonistic, pleasure-seeking streak.

WITH A BOYFRIEND: A popular picture type with serial monogamists, and signifies searching for a deeper or more committed relationship.

WITH A GUY (NOT BOYFRIEND): As well as a simple flirtatious contact, a picture with a potentially ambiguous meaning shows a love of creating stories, and playing games with the social fabric. In short, one who thrives on gossip.

DOING AN ACTIVITY: This is someone who identifies with their abilities and experiences rather than emotions or relationships. It may also indicate an unwillingness to commit or settle down.

ON HOLIDAY: Those who identify themselves with a carefree holiday may have a tendency to over-stress in their everyday lives. This could also indicate escapist fantasies or a dreamer disposition.

LOOKING AWAY FROM CAMERA: An unwillingness to be caught and posed in the conventional way is indicative of someone headstrong and confident in their approach to life.

NIGHT OUT/FANCY DRESS: This image represents the social, extroverted aspects of a personality; denoting that they value confidence and attention highly.

Just one missing from the list for me, the one where the picture is taken from the best possible angle making the person look 200% more attractive/slim/muscular than they actually are in real life! God knows Ive seen a few of those knocking around Facebook!

A nurse in Sweden has been reportedly suspended for posting mobile phone pictures of brain surgery and major back surgery on her Facebook page.  The nurse apparently did it to “impress friends with her high-powered job”.  I’m sorry, but how dumb is that!  This isn’t the first time somebody has suffered on a professional level for their social media activities, when are people going to learn?  Remember the story of the budding athlete who was suspended for pictures showing him under the influence of alcohol?  Or what about the public schoolboys suspended for being members of a dogging group?

People have got to start waking up to the fact that Facebook and other social networking sites are mainstream channels of information now.  Just because you have to log in to see information doesn’t make it a secure environment.  People have long been punished in their professional lives for actions in the private lives it is just the case now that people put more information about their out of hours antics in the public domain.  If there is anybody you wouldn’t want to know about something, don’t put it on Facebook!  If you do Big brother will most definitely see it!

The creators of Facebook have given it a facelift!  I have just logged into the new version for the first time and so have probably not seen the full extent of the changes but thought Id post my initial findings.  On logging in for the first time you are displayed a message from Facebook explaining the changes to their interface, nothing  mentioned but I have posted the message below.  Apparently the three goals of the facelift were:

1. make everything clean and easy to use, reduce the clutter.
2. give the user more control over their profile (what, you mean make it more like myspace?)
3. show the most recent and relevant content

Apparently this is all based upon recommendations made by Facebook users although Im sure I was never asked my opinion!  Anyway to the initial observations.  The main change appears to be the introduction of tabs on the pages, both profile and home page.  On the homepage they have separated out top stories, status updates, photos and posted items.  Obviously aimed at objectives 1 and 3.  On initial use I actually think this works really well.  I do agree that peoples profiles were getting far too cluttered and this enables you to see more easily the information you want.  The first page is the wall and minifeed, and expansion on the original minifeed which includes photos and actual wall postings rather than just notifications.  This will satisfy the avid facebook user who wants a snapshot of what everybody is up to and in a way brings Facebook and the status updates function closer to the Twitter concept.

The page layout has also changed slightly, with a reduction of content in the left hand margin whilst keeping the 3 column format.  They remove this in the photos tab though and you get more of a full album view which makes photo browsing easier.  It is also removed when viewing group and fan pages and the navigation which was once on the left has now moved to the header bar.

If I notice anything else interesting I will be sure to post it but the initial observation is that the objective of clean, clear, uncluttered layout has been achieved.  I just hope to god that the point about profile control isnt going to lead to the flourescent flashing profile pages that make Myspace so annoying.