Category: Patterns

Six Spaces of social media

TechCrunch has an illuminating report on the Bear Stearns suggestions for Yahoo, and includes their definition of four kinds of social network:

Leisure-Orientated Sites: entertainment sites, open to all users – eg Myspace, Facebook, Friendster, Bebo, Orkut, Windows Live Space, Hi5

Professional Networking Sites: Sites focusing on business networking – Linkedin, itLinkz

Media Sharing Sites: sites focusing on the distribution and consumption of user-generated multi-media content, such as videos and photos – Youtube, Flickr

Virtual Meeting Place Sites: sites that are essentially a 3-D virtual world, built and owned by its residents (the users) – Second Life

These definitions feel a bit haphazard and thrown together – a mixture of user behaviours (networking, leisure) and media objects (video, photos). I’m not sure these distinctions are that valuable as an tool for analysing social networking – they don’t speak enough about user’s motivations for using services, nor the kind of relationships and behaviours that the services engender amongst their users.

As part of my current job, I’ve been trying to find a way of describing social media spaces in a way that can be shared by both traditional media indies and digital media agencies. The former understand genres and formats, whilst the latter understand platforms and networks. After a few weeks of gradually finding out what doesn’t work, I’ve ended up adopting a more user-centred model, based on the assumptions users have about what they can *do* in certain kinds of space, who they’ll be doing it with, and what kinds of behaviours are expected. I’ve been meaning to write this up for a while, so here they are – six different types of social spaces, based on behaviours and expectations, not platforms, genres or formats. Caveat – this a crude analysis, and the examples are not exclusive – there are lots of overlaps between these spaces; and they exist both online and offline:

Secret Spaces
Behaviours: Private, intimate communication, normally with only one or two others, often using private references, slang or code
Expectations: Absolute privacy and control over the communication between users, and no unauthorised communication from third parties (eg spam)
Examples: SMS, IM

Group Spaces
Behaviours: Reinforcing the identity of a self-defined group, and your position within the group, eg ‘stroking‘ behaviour to let the group share a sense of belonging, or mild competitiveness to signal hierarchies within the group (eg who has the most friends, posts, tags, etc)
Expectations: A shared reference point for the group – eg a band, football club, school, workplace, region, etc. Rules about approving membership of the group, and icons for the group to signal their membership (badges, profiles, etc)
Examples: Facebook, Myspace, Bebo, etc

Publishing Spaces
Behaviours: Creating your own content or showcasing your talents to an audience outside of your usual social group
Expectations: The ability to control the context and presentation of your creative content. Ways to receive feedback, comments and advice from other users.
Examples: Flickr, Youtube, Revver, etc

Performing Spaces
Behaviours: Playing a defined role within a game structure. Experimenting through simulation, rehearsal and teamwork to achieve a goal. Iterative exploration or repetition of activities in order to perfect their performance
Expectations: A clear set of rules that is understood by all players. Clear rewards for success or failure. The ability to test the boundaries of the game structure, or to perform extravagantly to show off your talents
Examples: MMORPGs, Sports, Drama

Participation Spaces
Behaviours: Co-ordination of lots of small individual acts to achieve a common goal. Shared belief in the goal, and advocacy to encourage participation by others.
Expectations: Rules or structures that help co-ordinate activity towards the goal. The ability to create micro-communities within larger participation groups – eg a group of friends going on a political march together, or a workplace group created to train for a marathon
Examples: Meetup, Threadless,, MySociety

Watching Spaces
Behaviours: Passive viewing of a linear event as part of a large group. Organising a group to attend an event, and sharing experiences afterwards
Expectations: Spectacle, entertainment, a feeling of thrill or joy. A shared sense of occasion, or of being taking out of your everyday existence for the duration of the event. Mementos or relics of the event (eg programmes, tickets, recordings, photos, etc)
Examples: Television, Cinema, Sports, Theatre, etc

So – I’ve been using these six spaces to try and get people to think outside of platforms, technology, genres or formats, and to think instead of what users might be *doing* in these spaces, and what they might be doing it *for*. Using these spaces as the inspiration for designing interactions should help us to think about how users’ *feel* about the services they use, and what kinds of implicit expectations they have of the service and other users. It asks questions for people designing services, or projects that are based on these services. Who is in control of what elements of the service? What kind of conversations are users having, and with whom? What kind of behaviours are accepted, and how are they rewarded? What kind of behaviours are rejected, and what are the punishments?

I’m sure there are many, many variants of this kind of analysis around the web, but I’ve found it really useful as a way of helping people think of the ‘register’ the project is operating within, to design from the point of view of the user, and to make sure we don’t cross implicit boundaries that will offend them or discourage participation.

More noise, more heat

Will Davies’ article The cold, cold heart of Web 2.0 compares the efficient online tools that are increasingly structuring our social and cultural lives with the work of Nobel Prize winning economist Gary Becker. Becker pushed economic analysis into sociological and behavioural studies, and Will likens this to web 2.0 extending the efficiency gains that web 1.0 made for the retail sector into more personal networks:

Where Becker took the utilitarian assumptions of economics and pushed them into areas of society seemingly untouched by rational self-interest, Web 2.0 takes the efficiency-enhancing capabilities of digital technology and pushes them into areas of society previously untouched by efficiency criteria.

But in both cases there is a crucial aspect of human relations that is missed out and threatened as a result. This is that the means by which people discover, choose or access something can very often contribute its value. People are not only outcome-oriented.

Will worries that the increased speed of selection and consumption erases the inefficiences that create texture to our experiences:

[…]when we vote, chat to neighbours, browse through a record shop we are not seeking some outcome in the most efficient manner available. We are engaging in an activity that we find valuable

I normally find myself in complete agreement with Will – he is one of the most informed crtics of web culture, in that he applies rigorous, well researched thought to otherwise hyped debate, rather than being a knee-jerk nay-sayer. But in this piece he risks coming across a reactionary luddite, another Carr or Keen.

His mistake is best illustrated in the last quote above, where he gives three very different examples of human behaviour – voting, chatting to neighbours and browsing through a record shop – and suggests that Web 2.0 strategies seek to find the same efficiences in each type of transaction.

This is too crude a comparison – each of those relationships is fundamentally different, with different power relationships, cultural and financial contexts. To say that Web 2.0 strategies seek to collapse each of these different contexts into a ruthless drive for efficiency simply isn’t true.

His argument is strongest in the first scenario. He has previously pointed out the dangerous illusion that lowering the barriers to political participation is always desirable. He has called for an ‘ethics of inconvenience’ that seeks to preserve the friction in certain experiences as a way of ensuring their value is not degraded.

But what value is *really* lost through making it more efficient to chat with friends or by replacing record shops with online marketplaces? And, by the way, can we all stop talking using vinyl records as the arbiter of some kind of high-water mark for physical culture? Nick Carr’s recent Long Player post is another eulogy to the LP, which Clay Shirky has unpicked as cultural nostalgia for the LP as the “natural unit of music”, rather than an accident of the production technology available at the time.

There is an important question being overlooked in all these debates. It is not about whether ‘inefficient’ cultural and social value is lost in new technological networks (ie whether buying an LP or chatting over a fence is a more valuable cultural experience than browsing iTunes or reading Twitter). Instead, we should be looking at whether users can readily re-inscribe these values onto the new networks in their own ways. In other words – can we make these new spaces our own? Can we add noise to the signal, and does it matter if this drowns out the new, efficient, transaction itself?

In all Will’s examples, the question is not whether efficiency is a valid goal, but whether the drive for efficiency reduces ownership and transparency – whether we’re being locked into new transaction models that we can’t twist and annotate, or whether efficiency in fact creates more adaptable and mutable systems that can start to accrue new forms of ‘noise’.

A voting system that seeks to make participation more efficient whilst reducing the ability to contextualise this participation within free and open debate would indeed be a disaster, so we should strive for systems that create as much ‘noise’ around the moment of participation as possible. Sharing cultural objects has arguably – through MP3 blogs, bluetooth exchanges, etc – become more deeply ingrained in social contexts than in the ‘golden years’ of the LP. As someone who has spent more time than is strictly healthy thumbing through racks in record stores and fairs, I can admit that what we’ve lost through the ongoing digital revolution are actually feelings of privilege, snobbery and exclusivity, not some shared cultural experience.

Geoffrey Batchen has written movingly about how photography created new opportunities for cultural and social expressions. Cheap portrait photography was a far more efficient, democratic form of representation, and this openness led to vernacular annotations that re-inscribed older social currencies onto the new forms – lockets combining photos with locks of lovers hair; silver frames that included casts of baby’s boots alongside their photo. The incredibly diverse forms of social exchange on social networking services like Facebook, Flickr, etc are merely the most recent forms of this vernacular expression.

Will Davies might think that Web 2.0 has a ‘cold, cold heart’, but this is only true if you assume that ‘efficiency’ is the primary goal. Rather than arguing whether efficiency is good or bad on its own terms, we must instead place these efficiencies in context, and ask whether they increase or decrease the ability for users to re-inscribe their own cultural values in new forms. Is there more noise, more heat? or a cold, cold heart?