For all of us – it takes a network. Networks built on social communication make possible virtually everything that we do. The question is which one – or one(s) and for what purpose? And when we need multiple networks, working together, how do accomplish that – especially in today’s world of multiple online social networks?
The paradigm of electronically enabled social networks is relatively young – no more than 15 years old. But already, established social networks are adopting an unsustainable “moat ethos” that promises to force another evolution in how social networks work – and how consumers work with them. Here is why.
As humans we share our thoughts and experiences with different groups for different reasons. Said another way, the networks in our lives are shaped by our needs. It is well accepted that our network of close confidants is on average 4-6 people. Our support networks of family and friends are about 50 people. Communities – our “Dunbar number” are comprised of about 150 people. Opportunity networks of second-degree relationships – “friends of friends”- can consist of up to 500 people. And for discovery, weak ties and dormant networks, we can be connected up to 2,000 people.
The key is that in many of our life processes, or interests, we use combinations of all of our types of networks working together – our confidants, our support networks, our opportunity networks and those which are a source of discovery.
Take the example of a wedding. In our weddings we confide in a close few. We invite the participation of those who support us – our friends and family. We often discover in preparation for the event – sometimes in preparation through researching others’ experience. And we share the experience in our community with different levels of intimacy. There are many different roles that social interactions play across the wedding life cycle. Weddings, like many life events, bring many, if not all, of our networks into play at different points in time.
There is a direct analog in our social networks. For instance, Facebook and Instagram are often comprised of networks of close friends – our support groups (50 people). They often extend to 150 people – our community. Linked In helps us to identify opportunities – often from people who we may not know that well – our opportunity, or networks of second degree (up to 500). And Twitter is more often our source of discovery for people and information that we may not know – up to 2,000 follows.
The challenge for users is that in many processes – whether building relationships, doing personal product research, entertainment, business and/or professional development – it takes all networks working together at different times to be most effective. This is the key.
We have interests with inputs that span across many networks. But under existing social network structures we are forced to consume information – often unrelated and/or disruptive – by each individual social network. And that information doesn’t stick around for long. This isn’t how humans work.
We organize our thoughts, and experience by our interests – family and friends, sports, our favorite teams, favorite authors, music, brands, nutrition and health, or something similar. We all have different interests. And we organize our inputs in different ways. That is what makes us human! We are unique and complex at the same time.
Change is undoubtedly coming. After all – it takes a network!
