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Ning's place in the world of social networking

I have some thoughts on Social Networking platforms I thought I would share. Let me konw what you think.

(Disclaimer: I have a vested interest in FaceBook Connect, but thats not unduly influencing this conversation. It comes from reading a lot of SN blogs - Mashable, ZDNet, TechCrunch and doing a lot of development with this stuff)

Social Networking is a rapidly evolving sphere, with a massive amount of innovation, and its at the core of web2.0->3.0->4.0 (where are we at?). It used to be enough to just have a "walled garden"" approach, then it was RSS out, then you needed an API to be serious, and now the leaders in the sphere have their own "platforms" for extending their sites beyond their own servers.

CATEGORY 1 - PLATFORM PROVIDERS
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At the moment, there are 3 companies that have these social networking "platforms", APIs and have associated "Connect" features:

1. FaceBook
2. Google (OpenSocial/Google Friend Connect)
3. Twitter

CATEGORY 2 - WEB SERVICES WITH APIs
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There are a bunch of web services with APIs that give you application functionality, too innumerable to completely list, but as examples:
- YouTube
- Box.net
- Flickr
- Facebook
- Skype
- Ning (2007)
- OpenID

They provide a service, have recently implemented APIs so you can use these services from anywhere, and integrate these services into platforms and Social Networking "walled gardens".

CATEGORY 3 - CLOSED SOCIAL NETWORKING SITES
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There are a bunch of Social Networking sites that act as hosts for data, which has been traditionally closed off but its grdaually being made more available.

1. MySpace
2. Hi5
3. Friendster
4. Ning (2009)
5. Facebook (2007)
6. LinkedIn

These sites are, to varying degrees, walled gardens. They are like FaceBook and Twitter, but lack their own platform to build on. The vast majority of sites in this category have fallen into the OpenSocial vortex, and are relying on that to expand functionality.

Facebook used to be in this category before creating category 1.
Ning have recently moved into this category.

CATEGORY 4
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Lastly, there are "traditional" hosting platforms that make it easy to make your own Portal, blog, social network etc:

1. Wordpress
2. Joomla
3. Ning (2009) (a bit)
4. Blogger

More and more of these platforms are adding on their own Social Networking solutions - Joomla wth JOMSocial, Wordpress with their recent addon by Automattik. The majority of these addons use category 1 to augment their services (more on that later)

THE EFFECT OF CATEGORY 1 - the platforms
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Now, in the past few months we've seen the development of FaceBook Connect, Google Friend Connect, and now Twitter Connect. These services allow you to add social features to the most humble of web pages in a few minutes, and (in my opinion) are set to change the nature of the other categories as the future of Social Networks becomes based around not only the host, but also the underlying platform (operating system) if you will.

We are yet to see the full impact of these services, but early adopters are starting to use these platforms to augment their own, previously closed gardens or hosted solutions, and thus open up their sites to interact with these platforms.

You are starting to see faceBook Connect in action on Joomla, Wordpress and everything in category 4.

These services will impact on everything, as they will start to fragment the social networking experience in terms of websites, but unify it in terms of the platforms that ultimately power the social networking experience. It will increaseinly become less important which site you've visited, but more important as to which service you use to acquire and kepe in touch with friends across multiple sites, and which will serve to collate all your actions- ths most humble of sites with FaceBook connect will be as powerful as LinkedIn when it hs teh power of FaceBook behind it, YouTube with Twitter and Facebook sharing is more powerful than a closed YouTube.

CATEGORY 3 - the future of Walled Garden SN sites
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As you can see from recent Alexis results with MySpace falling rapidly behind Facebook, with the sacking of the MySpace CEO ("we're sending you to China!"), the future of walled garden services looks in danger - indeed APIs have been around for a long time and its manly these sites that have resisted the urge to develop a serious one, and most of these guys are using Google's OpenSocial to get applications on their sites.

There is a train of thought that these sites will increasingly be under pressure as the Social Networking experience becomes more based on the underlying platform and less on the need to join MySpace because "all your friends are on it".

OPENSOCIAL
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OpenSocial has been created by Google to provide a platform to make applications on. It replicates (badly but more on that later) the FaceBook of 2008. UNfortunately Facebook has moved on since then and has FB Connect now, which Google has responded to with Google Friend Connect.

Having tried to navigate the dev docs for both, Facebook is miles in front. No contest.

OpenSocial development is inordinately difficult, there is no development infrastucture for it, other than one Google Gears app (Happy Hour) and a crappy test app. This is it, 2 apps cobbled together by 3rd parties. Meanwhile Facebook has a full API tester hosted on their own site and supported by them. Its great.

The apps made with OpenSocial are just rubbish. They have set programming back 10 years, in a move not seen since PHP Output buffering became popular in 2008.(in joke)

NINGS PLACEMENT
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So having established all of this, we then come to where Ning is at. It started as a freeform platform for making your own apps, with an API, support etc (category 2) and has evolved/devoved into a point where its mainly category 4 and moving into category 3.

My personal opinion is that Ning is currently in category 4, and it functions as something similar to Wordpress and Joomla. Ning is trying to be in category 3 but there's the history of being a white label solution and rebranding is not well received and is still ongoing.

My opinion is that moving INTO category 3 is crazy. These sites are going well at the moment, no doubt, but will come under fire in the future, and unless they create their own platform, utilise an exisiting platform, they will become less important over time as "walled gardens" died a natural death a long time ago, and its all about connection, sharing data, sites as services, APIs and platforms now, and as things progress will be more so.

RECOMMENDATIONS
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If I had a platform in category 4/3, I would be very interested in the current developments on the net and looking to try to keep up, and properly define myself.

1. Ning - define where you are at. Are you white label or a MySpace-type-service? Think hard about redefining yourself, given your history and background. My opinion - Ning is category 4, ala Wordpress.

2. Dont go INTO category 3. Stay away from it, its not the way of the future. Look at MySpace and dont repeat their mistakes, they are on rocky ground at the moment and its going to get worse.

3. Be in category 4. Its what most people use your service for. Having a status function doesnt make you Facebook, only a platform will do that.

4. Open Social is complete rubbish, both for users and developers. Think about some alternatives or augmentations. Never before have I seen such diabolical applications. Dont rely on it, its just really not good.

5. Dont rely completely on OpenSocial, its just the Facebook of 2008. At the very least augment it with Google Friend Connect and catch up with the leaders and get to 2009 standard.

6. Create a new (secure) PHP API, you know one with Dev keys and secret keys? Like every other web service in the world has. This is de rigeur for category 2 and 4. You have an API already, just tighten it up a bit and document it properly. The keys will prevent spam attacks and security breaches, ala 2009.

7. Open up. Allow data to flow in and out. Allow for SSO. Allow for community development with "make your own templates". Have a widget store where people can sell add-ons. Have workshops on how to create for Ning.

8. OpenSocial on Ning is slow. Too slow. Its slower than every other platform that uses it. If you are going to rely on it, speed it up.

9. Improve your PR. Its pretty diabolical at the moment, and its at the point where people dont really believe anything anymore. Its broken. Fix it. Its broken fix it. Dont believe me? Thats why its broken.

10. Get more metrics. 1x10(6) networks is nice. But its not overly relevant when 20% are used daily, 3% are premium services, and performance is dropping rapidly.

11. Employ more developers. Get people on the job making more applications. Its not that hard to do, get 2 people on the case and add more core applications to the offering, nothing has improved for 12 months when you get down into the weeds of it.

So, thats all just my thoughts. Im passionate as dang(?) about this platform, it has a lot of potential and has come a LONG way in a short amount of time, and I want to to see it improve to the point of being the market leader in the SN space!

Thom | NingMods
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