Tag Archives: Social network service

Do people want all-purpose?

11 Aug

That said, if Facebook introduces its own check-in service, the companies and investors that have been dominating geolocation to date may be in trouble.

via Facebook tiptoes closer to launching geolocation | VentureBeat.

I’ve often thought about whether consumers want an all-purpose anything.  Do we want one search engine for every type of search?  Google’s dominance suggests the answer is yes.  Do we want one auction site for anything we wish to buy or sell?  Ebay appears to be the dominant player with just a couple of specialty competitors.  How about price quotes, do we want one site where we can get a quote for anything?  The answer on this seems to be pretty clearly no because we have LendingTree for mortgages, uShip for shipping, Cars.com for cars, and many many more.

If we narrow our focus to social networks or how we manage our social relationships, I wonder if we really want to do everything at Facebook, our Wal-Mart of social networks, or if we prefer to go boutique at Gowalla or Foursquare for our check-ins.

The key here is in determining how most people actually use facebook as it is and social check ins as they are.  Facebook’s central bet with starting their own check-in service may be that when you share your location you want to do this for all 1,100 of your friends.  But I’m willing to bet that lots of people will be turned off by this and that they will prefer to circulate to a much smaller group of friends.

At the end of the day, all-purpose solutions in social networks may just come down to whether we prefer intimacy or efficiency.  So far Facebook has made a bundle on efficiently keeping up with your friends.  But close friendships don’t thrive on this type of behavior and I do think that one of the points of check-ins is to enjoy quality time with friends, not just share your location.  Social networking with intimacy as its goal may be the very reason why Facebook shouldn’t create its own services but rather opt to allow–as it has thus far–its users to broadcast their Foursquare location through facebook.

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