The social Media war is creating new social media standards.

Anyone who has been following tech news lately, has seen the the various questions.

Did Google+ copy the “circles” from Diaspora*?

Did Facebook copy Twitter with the introduction of the “Subscribe” -feature?

Did LinkedIn copy the Facebook news feed when introducing “LinkedIn Today”?

The talk of who copied who has become so common, that a google search based on the formula below, could very well return a number of results, regardless of the entered variables.

Did [enter any social media] copy [enter any feature] from [enter a second social media]?

Instead of focusing on who copied what, the end users ought to be happy.

The social media wars is creating new social media standards.

Social Media services are essentially going in a direction that web design in general has gone in the last 10 years… creating a set of logic patterns to make end-users feel right at home in any social media service.

It really is not all that complicated. Anyone wishing to create the next Facebook-killer, will just have to figure out how to solve the core fucntions.

It all boils down to three things. 

  1. Following
  2. Sharing
  3. Approving
Each social media has its own ways of naming the three features. The idea is still always the same.
We connect with people/companies/causes of our choice.
We create or redistribute content of our choice.
We like/retweet/+1 etc. the shared content by the instances that we follow.

According to Mark Zuckerberg in 2008, sharing doubles each year.

The difference between 2008 and 2012 will be the ever growing number of ways to share.

As social media becomes more and more mainstream, the recent fragmentation is just a natural part of development towards niche social media according to very specific needs.


I believe that the future success stories will not be about who won the social media war.

It will be about who created a service that allowed the users to find it all in a convenient package, in one single place.

We have already seen the rapid growth of Hootsuite, Flipboard, Pulse and many other services,  that all claim to be the best social media/ news aggregators available.

Each of the current aggregators tries to solve the question of “what content does the end user really want to read?”

The success of such content aggregators has clearly had a wide impact, even on Facebook.

Yesterday, Facebook launched its revamped top news, but just like everyone else by now. They fail to satisfy the one true question.

“What does the user really want to read?”

Content curation by algorithm will always fall short of the complex, and illogical preferences of the human mind.

That however, is a completely different issue.

About Sakari Kyrö

Customer experience fanatic, looking for weak signals to understand the future of the connected economy.

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