What is Social Network anyway?

Before we jump into ever-expanding universe of Social Network, I think we should apply our college 101-course pedagogy here, and define what we are about to talk about. What the heck is Social Network anyway?

Sending a few keystrokes to Google yields following definitions today from various sources (http://www.google.com/search?hl=en&safe=active&rls=com.microsoft%3Aen-us%3AIE-SearchBox&q=define%3ASocial+network&btnG=Search):



(It’s interesting that ‘Social Network’ yet-to-be-released movie is already getting blog hits, BTW).

I think all of these definitions capture some essence of Social Network. Studying these definitions, I can make following observations about key ingredients in making something into Social Network.

1. Social Network is about individual

This may sound obvious, but it means profound shift from earlier paradigm (More on that later). Social Network’s key ingredient is individual participants (also refered to as nodes, actors, etc.). Although individuals can congregate for a common purpose, such as fan page of a rock band, members behave as collection of individuals. Each individual voices his/her unfiltered opinions, joins/leaves group autonomously (of course friends opinion will influence; more on that later), and consumes uniquely processed information, such as custom friends feed, customized ad serving.

Social Network enables individuals to represent themselves. Technology of Social Network has been around, but lowered technological hurdle for millions of people to start creating their identify on Social Network sites. This phenomenon has also been fueled by explosive growth of personal computing and mobile devices. The fact that now half billion people acting as content creator and at the same time consumer of these is the profound shift from earlier paradigm where there were clear boundary between information producer and consumer.

2. Social Network is about connecting individuals with relationships


If we just had individuals, then it would not be Social Network. The fact that these half billion individuals interconnected with half billion individuals is another key ingrediant. What’s key here is not just these interconnectivity. It is relationship that individuals bring on to Social Network from their real-life experience.

This is an important point to belabor a little. Interconnectivity is not any topological connection such as the way computers are connected to routers and switches. These interconnectivities are neither hierarchical nor orgchart-like. It is based on relationship. It’s based on relationship that you have with classmate from high school, your activity buddy, neighbors you hang out with, and people with similar interest. By nature it’s social and inherently personal.

There lies the power of Social Network. Although these networks are formed online, it’s extension of relationships that you have off the Internet, and therefore much more personal. The fact that these connectivities are created individually and volunteerly makes these connectivity more meaningful. People are connecting as individual first, not as so-and-so job title in organizational context.

3. Social Network is about sharing information

Final ingrediant to make Social Network is information sharing. Information is not sent or received, but shared. It’s important to zero-in on this difference. When you are on social network site, you are not just sending information to the recipient. You are sharing the info for other individuals connected to you to see, and potentially whole half billion people to see.

Email and IM have been around for years to allow people to communicate in one-on-one basis or in predefined group. With Social Network, information dissemination is more fluid. When you update your status on Facebook, you are sharing information with everyone (or whom you allow) to see. And the list of whom you allow can change at any moment. Effectively every individual is acting as information source and creating contents for friends to consume.

Therefore, I would define Social Network as following:

Social Network is a medium that allows individuals to freely connect with other individuals using extended real-life relationships to share information.

So there you have it. Now let’s talk about lay of Social Network land today.