Social Networking 3.0

Social Networking 3.0 was originally described by David Hornick at August Capital.  According to David, the development of Social Network Software has evolved through 3 clear phases as it becomes a "contextually aware" and "socially intelligent" filter :

1. Social Networking 1.0 – The first Group and Communications Web applications in 1990s like EGroup, ICQ, Evite.  They helped to create communities and social events.

2. Social Networking 2.0 – Developed in early 2000s, Web Applications and Tools were explicity used to create and manage social groups. Examples include Friendster, Tribe, Linked-In.  SN 2.0 made it easier to manage social connections… but that was about it.

3. Social Networking 3.0 – Currently being developed as a "socially aware and intelligent" overlay application that helps identify, share and filter content and communications across user’s social connections. Examples here include Multiplay and Vox.

TechCrunch’s Marshall Kirkpatrick offers his take on comparing two emerging leaders in the Social Networks 3.0 space –  Multiply and Vox.

"Now that Vox has finally launched after a long beta period and Multiply is coming out with new features and a new version, it’s a good time to ask…which one is better? If you’re looking for beautiful templates to chose between, a young hip crowd to network with and a company most likely to support emerging technology trends requested by early-adopter type users then Vox is the way to go. If you seek logical and robust privacy controls and shelter from an online world of strangers then Multiply is better designed. I prefer Multiply’s handling of media items and news feeds from your network of contacts. Vox is beautiful, Multiply is more functional."

I’m a "believer" in the power of social networking software and the impact that user-driven "collective intelligence" can have within the context of the Enterprise.  Imagine being able to identify, tag, store and share information and conversations with specific parts of your Enterprise Social Network in a way that is secure and relevant to your selection of interested colleagues.  Consider it a "socially aware" intelligent web application layer that knows what you want to share with whom and enables an easy-to-use interface to all of your personal and professional content and conversations.


  1. Bruce, it’s my belief that a “socially aware and intelligent” overlay application has to consist of both a client application and Web service. Without a client application of some sort, the prerequisite will be an active participation model vs. a passive model. I believe people prefer passive as long as their privacy concerns are sufficiently addressed. Do you agree?

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