Today a couple of posts wondered out loud if social networking has peaked
- Social Networking Gets a Sanity Check by Om Malik
- Social Networking: Taking Off or Taking a Dive? by Sarah Perez
In particular, Malik thinks that the market has transitioned onto niche social networks, in his words
The way I see it, the market has shifted its focus onto niche social networks, such as those dedicated to sports, music, automobiles and pets. You know, sites like Dogster! They have focused, engaged communities, which means they can attract a higher amount of advertising dollars.
In the very first comment on that post,
While it would be easier to monetize, I can’t see the niche site idea working very well because users would have to sign up at several sites to cover their different interests. Facebook and Myspace’s broader appeal give them a much larger base, and it seems like a tradeoff: easier to monetize versus easier to gain users.
Like Malik, I am seeing a shift to niche social sites because it is getting incredibly harder and harder for horizontal play sites to gain mass traction, I am also speaking from personal experience with my video aggregation site, JiggyMe.
But Niraj does have a point that it is a pain for users to repeatedly sign up and re-enter the same profile information and recreate the social graph over and over. And this is what data portability advocates have always said, a user shouldn’t have to do that time and again. The real value-add for social sites should be the services they provide, not the user and social graph data. I am seeing this happening already now with projects like DiSo, Google Friend Connect, Open Social Foundation, Google Social Graph API, and stealth startup chi.mp. These startups and projects aim to make user and social graph data more open and accessible so social sites can instead focus on providing value-add services instead of keeping users data walled in. Mind you, this is just the start and there is plenty of work to be done to make the user experience seamless, but it is a good start.