What Makes Social Networks Valuable? Hint: It’s not Tools
Tuesday, February 27th, 2007Both GigaOm and TechCrunch are abuzz today with news about Ning 2.0, the recently revamped tool to allow anyone to ‘build a MySpace.’ Other players in this space include the recently acquired five across and peopleaggregator.
These feel like someone is giving me the fuselage of a plane and telling me to fly. Pinning down what makes high-growth social networks valuable could probably be someone’s dissertation, but it’s not the availability of features like pictures and video widgets. It may indeed be the aggregate of all of these features, but somehow I doubt that this can be turned into a valuable community just by spewing it out in little bits.
I’m no expert here, but in my estimation there are three social networks that are really successful. They are by no means as highly trafficked as MySpace, but they are also different from MySpace in that they actually encourage offline interaction. The first, with which I have the most familiarity is CouchSurfing.com. Its goal is simple - provide a place online for people looking for a place to crash to connect.
We traveled around the world two years ago and we met amazing people through this site. Here in San Diego, we host people all the time. Sure, it has some of the basic features that social networks these days use but, comparatively speaking, it is a low-tech, even campy, website. But I now have friends that I communicate with on a regular basis in Turkey, New Zealand, all over Europe. And these are people that I’ve shared meals with and met their folks.
Next up is Craigslist. Born out of the ideas originating with The Well, I don’t think many people have truly taken the time to understand how revolutionary Craigslist really is. My buddy Austin told me the best story I have yet heard about Craigslist. He posted some items for sale once when he was moving. A lady came to look at his stuff and they ended up in an hour long conversation about life and forgiveness.
Finally, Meetup.com is the site that I never use but highly respect. Their approach to building a place for local, grassroots campaigns does not need to be elaborated on here but, again, it meets and exceeds my criteria for successful online communities: it encourages offline interaction and views itself as the facilitator of community, not the community itself.
You think the collective jack-off session we call MySpace will ever result in those kinds of stories, with any kind of statistical regularity? I don’t think so. Instead we get this. I’ve been able to connect with old friends through MySpace, and I know it’s great for indy bands, but in terms of pound for pound community value-add, it just doesn’t stack up, IMHO.
As an entrepreneur, I would be much more proud of having built Craigslist or CouchSurfing, despite the fact that MySpace was sold for half a billion dollars and the others were not / will not be. If I had to identify one changing trend in our society it would be that a growing, and increasingly important minority values true community over economy. And I’m with them.

