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史蒂夫·哈蒙独家中文博客

互联网风投与管理者,创业企业是谷歌Adsense概念创造者之一

 
 
 

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我是美国风投创始人和管理合作伙伴,曾担任过Jupiter Media公司VP,Paul Kagan Associates机构分析师,我的创业企业Applied Semantics2003年被谷歌收购,是谷歌Adsense概念创造者之一。现着重投资互联网领域,对中国互联网和网络新媒体有深刻研究。我写的《零重力1.0》和《零重力2.0》成为彭博社最畅销书籍,比尔盖茨、杨致远也读过我写的商业报告。在中国,我给网易科技独家供稿。hapn.cool try it!

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社交网络自我化  

2009-03-24 08:48:37|  分类: 默认分类 |  标签: |举报 |字号 订阅

  下载LOFTER 我的照片书  |

在互联网行业从业15年以来,我见证了社交网络从最开始的受精卵成长到现在的婴儿时期。对于社交网络,我一直以来心里面最大的疑问是,为什么要用它?

当Friendster成为第一个流行的社交网络的时候,我也有关注MySpace,当时它只是一家价值不高的小型公开招股公司。2003年,Friendster拥有所有总统候选人的主页和专页,在传媒界这个网站相当受欢迎。

2004年,我留意到还没有专门面向大学生的社交网络网站。当时还没有Facebook,大部分的大学生都在使用Friendster,它是当时流行的网站。我想,日后肯定会有面向大学生群体的社交网络出现,果然不出所料。

然而,早期所有社交网络网站都只能被称作“地球村2.0”,上面的个人主页信息贫乏,被用户注册并遗忘,好友主页上面没有什么信息值得被关注。

MySpace自被收购以后,专注于它的音乐和嬉皮流行元素。回想早期的MySpace,全是关于音乐、乐队、演唱会和派对。

Facebook把面向公众开放以后,取得了极速的发展,用了没多长时间便吸引了超过1亿用户。

到了现在,我开始看到一些社交网络的个人主页共享的已经不局限于个人信息,大家都在分享自己的近况、想法,分享网站链接和照片。

在中国,也有很多类似Facebook的社交网络,从很多方面来看,中国这些社交网络的功能比Facebook更领先。

然而,不管社交网络有多少用户,这些公司面临的最大挑战始终是盈利能力,至少,这一直是最传统的商业价值衡量方式。

广告是目前为止在社交网络上最让人讨厌的东西,就像你和你的朋友在客厅沙发上聊天的时候突然被billboard打断。如果你在Facebook和MySpace上看到的广告内容与你毫不相干、没有针对性,他们就像你平时收到的垃圾邮件一样。

最让人惊讶的是,社交网络拥有如此丰富的人口数据库,包括每个用户的姓名、年龄、居住地、兴趣爱好等信息。这些就是广告商最爱的超级数据。

如果我们花一分钟时间对社交网络做一个客观的整体评价,对我来说,他们只是互联网,反映着互联网承诺所能带给人们的东西。这比设计网络这个词范畴更大。

如果我们继续快速向前发展的话,我想我们已经在走向自我化网络--信息流从四面八方而来,具有极高的相关性和目标性。跟现在我们在社交网络上看到的随机信息不一样。

未来,我想我们将会抛弃电视、电台和报纸等所有的传统资讯来源,不管是商业资讯还是个人信息,来自朋友或者其他人。在“个性网络”中呈现的信息均会是经过整理过滤的,与优先度、内容、相关性和对于我们的价值有关的,实时更新的信息。(安祖/译)

英文原文:

Me Networks I’ve seen social networks grow from the zygote stage to the infant stage.

The biggest question I’ve always had with social networks is the “why factor?” As in, why use it?

When Friendster became the first network to really become popular I also took a look at MySpace, which was then owned by a small public company and trading for a fraction of its value today.

Those were the days (2003) when Friendster had all the presidential candidates with their own profiles and pages, and the site was very popular in the media.

At that time I noticed there wasn’t a social network for colleges (this was 2004). Facebook hadn’t got going yet. In those days most college students used Friendster, it was the network du jour. I expected someone to come out with a college-focused network and that eventually happened.

Yet all the early efforts at a social network were really more like “Geocities 2.0,” personal pages that were stagnant with information. Publish and forget. There was little reason to read a friend’s profile over and over.

MySpace has since been acquired and looks to have refocused somewhat on its music and hip roots. If you recall the early MySpace it was all about music, bands, gigs, parties.

Facebook has since opened its doors to allcomers and seen tremendous growth, over 100 million users worldwide.

And I’m now beginning to see signs that some social networks are becoming more than personal vanity pages. You see status updates, link sharing, photo sharing, etc.

In China, tencent’s QQ network is the world’s largest and most vibrant community so far with 355 million active accounts (source: tencent). Web and mobile blend in a continual flow of conversation among users. In many ways it is ahead of Facebook in functionality.

Despite the large user bases the challenge has been for social networks to become revenue generating businesses. At least that’s been the conventional observation.

Advertising so far has been anathema to social networks, similar to a billboard being paraded through your living room while you and a friend talk on the couch. If you look at the ads on Facebook and MySpace they are irrelevant, untargeted and resemble the kind of spam you get in your email box daily.

Which is surprising given that social networks have so much demographic data on each user. Name, age, location, likes/dislikes, etc. are all there on a user profile and in the social network’s database. This is the kind of uber-data that advertiser’s love.

If we step back a minute and look at social networks objectively, to me they’re just the Web, foreshadowing the promise of what the Web is becoming. And it’s bigger than the term “social network.”

I think this is an interim moniker for the connections people are making and that people, including the original Internet surfer Vint Cerf (who was part of the Internet formation in 1969) and Tim Berners-Lee (CERN hyper geek), had in mind in a connected world.

If we fast forward I think we’re on the way to “me networks” where information streams every which way but in a relevant and targeted way — not the random rumblings seen today on social networks.

In the future I think we lose what we call TV networks, radio networks, newspapers, and information from all sources, professional and personal, friends and others, blur into our “me network” where the information is organized and presented based on priority, context, relevance, and value to each of us in real time.

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