At the recent International Web Managers Workshop in York I attended a discussion session led by Brian Kelly entitled Building the Web Managers Community. This session allowed participants to discuss web 2.0 social networking tools and their role in supporting a community of web managers in sharing best practice and experiences.
My interest in this session stems from my long history of involvement in sustained open source development using a community led model. In this domain only four tools are needed to facilitate the community:
- mailing lists (or in some cases forums) – the fewer the better
- a web site (which may or may not contain a blog but should provide RSS feeds of news)
- a repository for documentation and, where appropriate, source code
- an issue tracker to help plan and monitor organised community activity
Despite there being only four tools in this list, a process for their use is vital. None of these tools are of any use without a process describing how the community operates and is governed. None of the communities I have examined in the various social networking sites have such a process, nor such a limited (but highly effective) set of tools at their disposal. This is true of all “social networking” communities I’ve seen, including those set up by people from successful “old web” communities.
Process is critical (note process need only be guidance in the form of best practice, it need not be rules). It is critical because newcomers to the community need to have a very clear understanding of which tools are used for what purpose. Without this process, and without tight control over the proliferation of overlapping tools available to the community, information is spread far and wide. Consequently its exposure, and thus its usefulness, is limited.
For a community to succeed participants must get more out than they put in, so limiting the exposure to useful resources is a major concern.
Since the four tools listed above, coupled with a clear description of their use patterns, have led to the development of highly successful and long lived communities within open source software development. I wonder if we really need more?
It is worth noting that members of those “old web” communities often experiment with social networking tools. I recall myself and many of my Apache Software Foundation colleagues getting all excited over one of the very early social networking tools, Orkut, launched in November 17, 2002. Despite our early enthusiasm, we quickly grew bored of it and returned to our tried and tested tools. Since then I (and many of my peers) have experimented with LinkedIn, MySpace, Facebook, Orkut (again) and a handful of other such, so called, social networking tools. I have to say the functionality, and more importantly, the utility, of these sites has not really changed a great deal since 2002. I still stick to my four base tools within all my real community work.
In addition to the proliferation of tools within these environments I am also highly worried about the fact that these tools are walled gardens. Back in the early days of Orkut there was a hope that it would be the “one and only”, or it would create open standards for all that follow, yet I (and to a large extent we, where the we are existing members of successful online communities) rejected it.
Today it is clear that there are a large number of walled gardens in social networking domain. This is a problem because if I’m not a member of a site, I can’t play with the communities within. Since I don’t want to join and manage up to a dozen different social networking sites I have to pick and choose which I join in with. This is contrary to the a basic principle of a community led development – that everyone is welcome as long as they are willing to play by the “rules”.
If the tools are not fully open with respect to sharing their data across social networks (where permission is granted), then they are no use to my community development work. So again, nothingis compelling me to move away from the tried and tested tools listed above.
This whole “walled garden” mess reminds me of my early days using computers and modems to communicate. First of all I used bulletin boards (reasonably open thanks to Fidonet), then I joined Compuserve (totally closed), but had difficulty communicating with those on AOL, Prestel and others. Then came open standards and the Internet and gradually the walls began to fall. I quickly left Compuserve and switched to newsgroups and email, I’ve never looked back since.
Supporters of online social networking often argue that there are runaway success stories that indicate this is a movement that cannot fail. I disagree. In its day Compuserve, Prestel and many other such networks were a success, but only AOL can be thought of a survivor from these early days. Today AOL is not the walled garden it once was, it has remodelled in order to survive. [I won't even bother pointing at the dot-com bubble and all the "runaway success" stories within it that later bit the dust.]
I predict only one or two of the current Social Networking sites will survive, and they will be the ones that share their network data first.