Mediaboss Marketing

Slashdot contributor Bennett Haselton writes with "a response to some of the objections raised to my last article, about a design for a distributed social networking protocol, which would allow for decentralized (and censorship-resistant) hosting of social networking accounts, while supporting all of the same features as sites like Facebook." Social networking is no longer new; whether you consider it to have started with online communities in the mid-90s or with the beginnings of sites many people still use today. As its popularity has surged, it has grown in limited ways; modern social networks have made communication between users easier, but they've also made users easier to market to advertisers as well. There's no question that the future of social networking holds more changes that can both help and harm users perhaps something like what Bennett suggests could serve to mitigate that harm. Read on for the rest of his thoughts.

In an article last month, I argued that users would be better served by a centralized social networking system where users could store profiles on a server of their choice, rather than a centralized system like Facebook that stores everyone's accounts for them. My main point was that if you could switch your account easily between different hosting providers (preferably if the protocol allowed you to link your account to a domain name that you own, the way that website owners can easily switch from one hosting company to another if they own their own domain name), then it would be much harder to censor content in a distributed system. If a hosting provider removed your content or threatened to kick you off unless you removed it yourself, you could just migrate your profile to a new hosting provider, and all of your existing links to friends/groups/events would continue to work.

Many commenters raised objections, some of which I think can be countered fairly simply, and others that raise more complicated issues. I usually don't do follow-up articles addressing all of the objections to a previous article (unless I'm running a contest asking people to submit the best arguments against an idea of mine), but I think the migration to an open social networking protocol is such an important long-term goal, that I want to give voice to the objections and present what I think is the best counter-argument against each of them.

The skeptics' questions fell into two categories: (1) Why would anybody ever switch away from Facebook to trying out the new system? and (2) Even if people did switch, would the new distributed system be better? ("Better" both in the short term -- would trial users see enough benefit to get them to keep using it regularly? and in the long term would spammers and other attackers be able to undermine it?)

To begin with the question of why anybody would switch: I don't think that most people would switch because they had analyzed the arguments for and against a distributed vs. centralized system. I think the only reason most users would ever try a social networking site other than Facebook, would be because a trendy company like Google launched it and threw their weight behind it. Why else have 400 million people signed up for Google+, almost half as many as are on Facebook? Despite the hype about features like "circles", I think it's safe to say that most of people jumped on board because Google launched it and gave it a big push, and Google is cool. (As one commenter "DragonWriter" pointed out, Google had earlier launched or collaborated on some projects for open social networking -- but none of these were ever given the big push that accompanied the release of Google+. So that's probably why we never heard of those other projects, not because of any intrinsic merits of the ideas themselves. To get people using something, Google would have to launch it and promote it but if Google does do those things, people will sign up.)

So imagine if, at the same time that Google had released Google+, they had also released an open source server package that anybody could use to set up their own Google+ node, completely interoperable with all Google-hosted accounts, and where the user could have complete control over their hosted content. Presumably those 400 million users who signed up with Google+, would have still signed up for this hypothetical "open Google+", since it does everything that the real Google+ does. Some of those users would have taken the option to run their own nodes, if it had been available. And then you'd have additional users who didn't sign up with the real Google+, but who would sign up for an "open Google+" precisely because they would have control over all their own content.

Of course, even if Google+ had been launched as a distributed platform, users would still have the option of signing up for an account hosted on Google's servers, and indeed that would probably be the default choice for most people. (This answers the objection, raised by "0racle", "Havenwar", and others, that it would be "too complicated" for users to sign up for such a service. Certainly most users would not be expected to host and maintain their own nodes in the distributed system. Most of them would just sign up for an account with the largest node, like Google+.)

So that answers the question of how to get people to try it out. The continued relative obscurity of the Diaspora Project the largest existing open social networking system does not mean that the idea itself doesn't have merit, or that users wouldn't sign up for such a system if it were launched and promoted by a big company. The second challenge would be to get people to stay, something that users apparently did not do after trying out Google+.

Which brings us to the next set of objections, most of which asked: Would the new distributed system really be better than a centralized one? A big enough improvement to get people to keep using it, and to withstand attacks by spammers and other abusers? In this category of objections, there are some that I think can be answered easily, and some that are hard. So, the easy ones first.

A few users ("Havenwar", "tonywestonuk", and others) said that a distributed protocol would be inferior without integrated support for games or payments. But there's no reason a distributed protocol couldn't include support for other games or other types of apps to be built on top of it. An app could be installed to your profile and, using an API supported by the networking protocol, could send data over the Internet to your friend's profile on another server, if they had the same app installed, allowing you to make "moves" in a game you were playing against your friend. And you could specify which, if any, of your data you wanted the app to have access to. Similarly, if a developer wanted to charge money to users for installing an application, they could just give users a link to a third-party payment system like Paypal where the users would pay in order to download or activate the app. (Yes, people could download pirated versions of the app from BitTorrent sites and install them to their own server for free, but that's a problem for anyone selling commercial software.)

See the article here:
Decentralized Social Networking — Why It Could Work