I was intrigued earlier this month when I noticed that, tucked away in frog design’s list of 2012 tech predictions, they touched on the personalization of social media. It’s something I’ve been looking at through a microscope lately, not only because I’ve spent most of 2011 running projects that revolve around this idea, but because I’m noticing myself heading in that direction in my own social media use.
Now, I’ve never been an enthusiastic Facebook user. I’ve just never really thought that it suited my life, or the way I like to share the events in it. It’s just too much of a shotgun approach. On the other end of the spectrum, I care even less to know what my friends are interested in—mainly because very few of them are actually my friends.
For me, checking Facebook has become a tiresome part of my day that I can do without. Surely I’m not the only one:
So, to get back to frog’s 2012 predictions, here’s Nathan Weyer’s take from The Reductive Social Network: Technology Finally Gets Personal:
“…Today’s technologies, products, and services do not adequately serve the human need for intimacy and personal connections. The early days of Facebook and Flickr felt this way, but now our social networks and hard drives are swamped with a deluge of digital data that we can’t process. Our Internet personalities have evolved into amplified personas that aren’t truly us.”
I love the idea of turning down the over-amplification and distortion in our social streams in favor of an experience that is inherently focused on clarity. It brings to mind two social media instances that I’ve spent most of last year falling in love with.
The first is a app that we designed for a San Francisco-based startup. It revolves around making romantic couples’ lives better, and it does so by linking the two together. It functions as a social network, except it only takes two people to make the experience shine. For a network like Facebook to gain you as an active user, it has to first win the majority of your friends, and in the masses the intimacy is lost.
Of course, there is a downside to a network of two, and it’s obvious. If one person loses interest, the experience is ruined. But, after months of using a two-person network, I’ve come to realize that the upside is huge too. Being able to use something that’s great without requiring a majority of your friends to adopt allows you to use the app that truly is the best, not just the one that is the most popular.
And with that, we come to Path. Path is, in my opinion, the most well-designed social app out there. However, I use Path differently than they intended, and it’s all the better for it. While Path recently upped their cap of friends to 150 (from 50), I decided to go in the other direction based on what I’d learned with our work on the couple’s app. For me, Path is perfect to use with only one other person.
My wife and I use Path constantly together; it’s become a text messenger on steroids. It’s more enjoyable than any other social media interaction I have, and it’s completely due to the intimacy that such a micro-network affords.
So, like Nathan from frog, I firmly believe that 2012 should be the year of the micro-network. It’s time to iterate on what the social networks of the last few years have taught us, and I believe that lesson is clear: edit down as far as we can, and use the tools that social media has created to make real-life relationships better.