10 things every social network needs

Posted by Ben on December 20, 2008 | Permalink | Hits: 706 
Tags: social networking, features, user interface, web services, goals, objectives, monetisation, continuous improvement

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Social networks are all over the web, but I find it rather frustrating that so many offer so little. I don't really see the point in signing up for every site - but to maintain an online presence, we are encouraged to do a lot of networking.

Having read a post from a blogger who is equally frustrated about the over-abundance of social networks, forums and online communities, I decided to put together a list of what every social network needs. Well, in my view, anyway. Hopefully this should help you determine if a social network is for you before you try and use every single one in existence.

1. Be focused.

This isn't just a good idea for your blog, or something you get with a new pair of glasses. It's critical for a social network to be 100% focused. What exactly is this social network? What does it do? If a social network can't find its focus, why should anyone take them seriously?

2. Provide more than the basic features.

I've lost count of the social networks I've discovered where you can sign up, fill out a profile, link to your profiles on other social networks, add some friends, maybe send a message or two or post messages in a shoutbox... and that's it.

Perhaps that's an acceptable use for sites like Facebook, where the focus is clear: use your real name, add the people you know, find long lost school friends and colleagues.

However, once you've joined a few blogging networks that only include the basic features with little else, you wonder why they bothered launching. Sure, a social network needs the basics, but if that's all you can offer - what are you thinking? Seriously?

3. Choose a target audience.

Who should be interested in a social network? Some networks want to get anyone and everyone to sign up, but targeting certain types of user can be very beneficial.

As with a blog, social networks need to remember that not everyone will be interested in their site. Targeting a specific age group, geographical location, job industry etc makes it easier to tailor the content to those people. Of course, you could have multiple sites, but it's better to start with a site you can build on than to try and do everything at once.

4. Separation from other networks.

Meeting the first three points is all well and good, but every social network should distinguish itself from its competitors. Why should people use one network over another?

I've found several networks that do exactly the same as each other - it just means I don't use any of them.

5. A simple interface.

This is not only true of social networks, but any interactive website. Does the navigation make sense? Can you find where you want to go? Does it actually work? Some sites are great, others are not so great. Most sites seem to be reasonably useable, but occasionally I come across a complete disaster and just can't face persevering with it.

Don't put up with bad sites - go elsewhere.

6. Support.

Whether it's a free network, a paid network or a site that offers both free and paid accounts, support is really important. I don't buy the argument that the users of a free site should just put up with the issues - it's up to the owners to deal with the issues and keep things running smoothly.

I've used plenty of different sites, and the support varies from warm and friendly to downright insulting. I don't just mean I feel insulted to have such bad support - I've been insulted by support staff. I know a few people who have experienced the same.

If support is lacking, even if you think you might not need it very often, get out before you need to use it. Better to do that than to wish you'd quit sooner.

7. Removal of spam.

Unsolicited advertisements are everywhere. It's a constant battle, and as such it's important to stay on top of any spam that may come into the network.

Anti-spam safeguards are a good start, but don't expect any site to be free of spam. However, if a lot of spam is going undetected or the staff just allow a bad situation to perpetuate, it shows a lack of dedication. Do you really want to associate yourself with a site like that?

8. Continuous improvement.

While constant changes can get annoying, stagnation is really bad. Sites that provide a basic feature set, perhaps with a few minor additions, should not become complacent as users sign up. Small changes can go a long way to showing that the network cares enough to keep making things better.

9. A monetisation strategy.

Apparently, Digg may need a way to make money, fast. I've heard that Twitter needs one, too. Well, all sites do, but as a small site you can get away with it. Once a site grows, the costs grow, too.

The problem with not having a solid strategy from day 1 is that a free service may suddenly become a paid service, or features may be taken away. A premium account with added benefits can be a good route, but is it enough?

Being able to stay afloat is extremely important, although it's hard to tell if a social network is balancing the books unless they disappear.

10. Long-term goals.

What's in store for the future? Will a social network be around in months or years to come? Long-term plans might not be publicised, but having some clear goals for where a site is headed makes it clear that the site is planning to stick around for some time.

Watch out for big promises that don't come to pass, and changes that end up being massive failures. This shows a lack of direction and a lack of knowledge of how to run a great social network.

One thing to remember:

No site is going to be perfect. All sites have pros and cons. I believe you can determine whether a site is worth using when you look at how the staff behave when under pressure. You can't expect the site to be 100% bug-free, but how long does a serious bug take to be addressed? That's a good indicator of how attentive the team really is.

What do you think? What do you look for in a social network?

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Comments on 10 things every social network needs

4

Ben | December 21, 2008 | Ben's home page | 207 comments

Thanks for commenting guys, nice to see a few people still checking in so close to Christmas. :)

Turnip, I do wonder how many blogging networks are run by people who blog regularly. Sure, you can learn the market you operate in, but surely the best way to understand the needs of the people who use your service is to be one of them?

Lyndi, we certainly have to look at how we spend our time, there are only so many hours in the day. Everyone has their own commitments.

Sarah Jo, agreed, time is a major factor in this.

6

Ben | December 22, 2008 | Ben's home page | 207 comments

Jane - I only really use the wall and private messages - not interested in all the applications.