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10 Key Elements of a Successful Social Network

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10 key elements of a successful social network

by Dave Gale

 

In the world of Mxit there are certain things that have emerged as key to our ongoing success.  We may not have consensus on every aspect and we’re not ‘there’ on all of these, but through exploration and debate these principles coalesce and solidify.

 1. Open. Social networks need space to grow.

Building virtual walls is a big mistake.  Social groups are fluid: they shift and grow, are dynamic and organic. Like a bonsai, growth within a virtual walled garden is stunted. That said, it’s not all about ‘demand’ – opening up the ‘supply’ is as important. A good API (Application Programming Interface) allows for an army of clever software developers, who are not on your payroll, to buy into your dream and create reasons for your users to love you. The iPhone showed us the importance of apps, and without a variety of these, a social network service is handicapped.

 2. Mobile. Life happens on the move.

Not just the smart phone, but any mobile phone, is your social business environment because people want to communicate with anyone in their social groups, no matter which handset they use. Engagement happens at social events, in queues, in between meetings – whether private or business, and if it’s not mobile, it’s not immediate, and therefore not relevant. No one likes to feel like they don’t matter, or have missed the boat.

 3.     Simple. Everyone loves simple.

Few services demonstrate this universal truth better than a social network service does. When it comes to software, if it is confusing to use and involves multiple and unnecessary decisions and keystrokes, frustration causes users to leave and never come back. Simple = enjoyable = retention. Neat.

 4. Discoverable. No one likes frustration.

No one likes searching for their car keys and no one likes hunting for what they want in any kind of software, app or info. Make it easy to find stuff fast.

 5. Immediate and interactive. It’s happening – now!

Email is useful, but limited, and we fall into the trap of treating email like a live conversation, expecting an immediate response to emails we send. Social networks are far more immediate, and status updates have become the running commentary of our real lives. Users jump in, engage, and withdraw – leaving life to move on. Users dictate the speed of life, using chat in real-time or near real-time or at a more leisurely pace to decide the immediacy or asynchronicity of their engagement.

 6. Multimedia. A picture is worth a thousand words.

Sharing on a social network is about sharing information about a moment in time. Pictures engage users on an emotional level, and, unless you are a very gifted wordsmith,  far more neatly capture our lives in an single image. Mobile phones now make capturing and sharing multimedia content a one-button affair.

 7. Entertainment. Boredom sucks.

The digital generation gets its kicks online, be it entertainment, recreation or amusement. We want to have things to do, see, buy, consume, play with and amuse ourselves with. If the social network doesn’t provide it, they’ll go somewhere else.

8. Trade and mobile payments. Paying for real goods with a virtual wallet

Web-based commerce has done well where the product is digital, less so with real goods. Providing a marketplace and a value store to pay for virtual AND real goods creates opportunities for entrepreneurs anywhere a mobile phone signal is present.

9. Trust. No one shares deeply with someone they don’t trust.

Social networks work best when users feel recognised in their preferences, and whose experience is tailored to those preferences. Users don’t share with people, services or social networks they don’t trust. Guard their need for privacy and anonymity and they will reward you with trust.  Trusted relationships are not to be underestimated.

 10. Relevance. Make a positive impact and people will love you.

If you want people to like you, be fun to be with. If you want people to love you, address social issues they face and make a positive and meaningful impact – but be sincere. Users can spot a fake charity drive a mile off and will not be forgiving if they catch you out.

© Dave Gale and Mxit 2012. All Rights Reserved


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