Status Update: The six decisions shaping the future of online social networking

Alex Steer

In 2001, internet penetration ran at 10% or less, even in advanced markets, and online social networks barely existed.
In 2011, they are the most widely-used online services, with membership of the largest networks reaching well into the hundreds of millions. For businesses, brands, and marketers, this can feel like unstable ground. How is it possible to know which networks will be around and thriving in a couple of years' time, let alone 10? What's the best way to design services or communications in an unpredictable environment? To help think about social online behavior, this report identifies six points of tension based on the choices people make when they engage online, and the conflicts they experience that will shape...

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