Social networking site Success Six elements: identity is the cornerstone of privacy is the key

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Lead: U.S. Science and Technology blog website BusinessInsider recently wrote that Facebook product manager Adams Paul Adams, when he was working for Google, had engaged in a major study that "constitutes the cornerstone of Google's social strategy", It is also thought to be a source of inspiration for Google's new social-networking service.

Here is an overview of the article:

In the study, Adams took the American Girl Debbie (Debbie) as an example, delving into her personal social circle and analyzing the logic behind the Google + circle. Debbie has lived in Los Angeles and now lives in San Diego, and she has many friends in both cities. Debbie is now a coach at a swimming pool in San Diego and is training a group of 10-year-old young students.

In Los Angeles, Debbie's best friends work at a gay bar, and they often share their work-time pictures on Facebook. Debbie loves the photos and often comments on them. Some of Debbie's primary school staff are also in Facebook and will Debiga as good friends.

Debbie was occasionally aware that the students might see pictures of friends partying at gay bars, and Debbie was upset about it. Facebook itself is not a problem, the problem is that Debbie's life is so complicated that people who are disconnected from offline are connected online. The essence of this problem is that the social networks we create online cannot be compared to the social networks we create offline. This creates many problems as well as opportunities.

In this study, Adams summed up six main points: the first is that social networks are fundamentally changing; second, real-life social networks; third, the relationship between people, and four, the interplay between people; the identity is the cornerstone of social networking;

Here is a summary of the six main points:

First: Social networking was originally used to contact dynamic files, but it has gradually integrated social media, and we are now seeing a network of people built around them, and their profiles and content will flow as they visit different sites. Social networks are fundamentally changing.

When we use search engines every day, this is largely a static experience. We see millions of pages in the search results, but we don't see anyone else. Now we are beginning to see social interaction appearing in search. More and more people are getting more and more information from each other over the Internet than business information. In addition, they are more likely to find information about certain brands and products from friends rather than businesses.

Second: We will notice the great changes in the activities that people do when they are online. People will spend more and more time interacting with other people and spend less time on the content of their website. This shift has nothing to do with a social network, but involves people's online connections. In the future we will get information from our friends. Understanding social features will be a core condition for designing online content. Almost everyone must be good at social networking design.

All social media in social networks and social networks are a different way of thinking about sales, advertising, click-through, but how to persuade people to build a relationship and nurture a consumer community. The technology that people use every day is not there a few years ago, and changing changes means that companies must focus on the next generation of technology or applications. New technology doesn't change the way the human brain works, and social networking isn't a new topic.

Third: Over the past thousands of years, human beings have formed different communities, with others to build strong and weak relationships. The advent of social networks is just making our online world catch up with our offline world. There are two problems with focusing on technology. The first problem is that people often don't know what to do with what they build. The second question is more subtle and more complex, so people often ignore it. When people are on social networks, they don't have problems like these.

Focus on the motivation of people to use new technology. Technical updates are fast, but people's basic social behavior patterns remain unchanged. For companies, a more sophisticated long-term strategy is to understand the motivations of people to use new technology rather than the technology itself. Understanding the results is not as easy as it seems, in fact, the process is quite complex. The most important thing is to understand that social networking is not something new. Social networks exist almost as long as the history of human existence.

Four: When we register as users of social networking sites, most social networking sites will ask us to create "friends" groups that do not exist offline. Getting people to create a group of friends is as much a problem as arranging a guest seat at a wedding. Offline, people have different circle of friends, they form in different stages of life, sharing different life experiences.

Our relationship with different people is also different, the relationship between two people is unique. Although the group of friends usually has less than 10 members, we have a close relationship with them. On a topic, we trust some members of the group and trust others on other topics. Studies have shown that maintaining a strong relationship with others is vital to our physical and mental health, for example, people with intimate friends have a lower probability of heart attack and a lower probability of catching a cold.

Four: Some people may have a lot of influence, but there is no doubt that there are many factors that affect one another. Intimacy often affects people's decisions. For example, this relationship is often the biggest factor affecting people's shopping decisions. We have different groups, they are independent, but we can also see that we have different types of relationships, and this is an ecosystem that needs our design.

The most important thing about identity is to understand that people have more than just one identity and not just one profile for their life. People seem to show different sides to different people, an attitude towards their families and an attitude towards work.

Sixth: Privacy and trust are equally important. If people trust you, they will do business with you. In social networks, people tend to trust people who disclose a lot of personal sensitive information. The attitude of how to manage privacy information often determines the degree to which people trust you. So this is important not only for maintaining sensitive information about people, but also for building long-term business relationships. If your privacy practices are opaque, they can cause suspicion and reduce the user.