Social Network Emmigration
As your product ages, there are two suboptimal models for continuing your product’s life: you can be Oldsmobile or you can be MTV. Oldsmobile, now dead, was once the most innovative brand under the GM umbrella. The Rocket V8 was a mass production overhead valve engine that was the technological envy of all in the 50’s. Oldsmobile also created the turbocharged car engine in 1962, the Turbo Jetfire, and first front-wheel drive car in 1967, the Tornado. It allowed for a flat floor and bench seats. Long story short, if you were a kid in the 60’s, an Olds was anything but Old. But by the time the 1990’s rolled around the Olds was a dead brand. It was getting all its innovation from the other models and rather than continuing to be a leader in front wheel drive, it kept its rear wheel drive coupe, the Cutlass, until 1988 (a 1988 Oldsmobile Cutlass Supreme Classic, last of the RWD coupes, was also my first car).
Why did Oldsmobile lose it edge? It fell pray to aging with its customers. Its customers wanted the same car as last year, just slightly different. The definition of a coupe stayed as a 1960’s outsized behemoth. Today, coupes are cars for kids without families, sized at a Corolla, tC, or Neon. Instead a 1984 Cutlass was the sort of car a widow would buy. The same widow that would have bought an Olds 88 or a wagon in the 1960’s. It essentially followed its audience to the grave and to irrelevance.
Another model is to be MTV: MTV does not age. If you are 16, MTV is designed for you. You come of age into MTV at about 12, and you are dead center by 18. But at 22, you’re out of the demographic. Suddenly as you graduate college, you are no longer MTV’s audience, and MTV keeps charging forward and you start to distance. Eventually you pass into VH1’s market segment, 25 - 40, and you complain about how MTV used to be much cooler, with “all music videos” or “all TRL” or “all Road Rules marathons”. Either way, MTV is actively rejecting you, an audience member it worked hard to earn.
Thus far, nobody has been smart enough to segment the online market this way, including in social media. However, social networks are ticking time bombs: particularly for networks that put a big emphasis on real friends like Facebook. College is when people have the most real friends. You spend most of your day in a social setting, meeting new people due to the rapid turnover at schools, and colleges work hard to lower social barriers so you are less likely to reject friends.
After school, you go to work, and mostly meet people from there, with a few friends from elsewhere. If you don’t add those friends to your social network, the social network loses. If you don’t keep up to date with your old friends, the social network loses. In some ways, Facebook is the MTV of social networks. It is optimized for a college experience and after that point it starts to fade to uselessness.
Facebook, over the past two years has become less and less engaging for me, until recently I removed most profile information from it. It seemed anachronistic, like looking the decoration in my high school locker. I also decoupled my twitter feed (which is my most current social network) from my Facebook feed, which means there will be very little activity in my profile. I have never posted any photos myself, but if I look at the velocity of photos of me being added by others, it is rapidly decreasing.
Meanwhile Facebook is pursuing two strategies: “everything in the world has a Facebook page” and “always show new stuff to keep people on Facebook”. To be honest I am not interested in this at all. If Barack Obama uses Facebook to connect to his “fans”, I don’t want him to bother me. If Coke does, doubly so. I will follow their twitter because it limits their contact with me. All this media being crammed down my Facebook feed has made it impossible to find out what my real, current friends are doing. And it’s doing a terrible job of actually keeping me updated. When I go on the News Feed, I see hundreds of useless updates and the tiny “highlights” section tells me relevant actions for irrelevant people.
The end result of all of this grumbling is that Facebook is risks rapidly becoming an Oldsmobile or MTV because it isn’t making itself relevant to my post-collegiate social life. How would it become Oldsmobile? Well, first of all it could listen too closely to its users, which it absolutely isn’t. It’s viciously pursuing monetization and pissing nearly everyone off. However given that its popularity is still high with young, social people and no better competitor has emerged, it still has some time before it risks this. The first sign will be when freshman are no longer signing up for Facebook before they buy posters of Pink Floyd and get extra-long bedsheets. How could it become MTV? Well it could relinquish its efforts to be all things to all people and focus on the young and social. That’s an important demographic but a massive compromise: it’s multi-billion valuation would be cut in half, at least.
I believe that becoming MTV is actually not a bad strategy as a sure bet at half your valuation is a lot better than a big all-or-nothing gamble. I frankly don’t believe that their current strategy is going to engage them well with users, and I think they know it. I think they also know that if they don’t start making money off their site, they’re going to be screwed anyway so they’re willing to risk upsetting their users. Unfortunately for them, users do not accept monetization compromises in social media: they treat it as an incursion on a personal conversation. So Facebook’s attempts to depersonalize the conversation by inviting in the whole world are unlikely to succeed.
For me, Facebook has already lost the battle. I don’t want to spread my identity too thinly and I particularly don’t want to spread my identity out to sites which are getting desperate. So, you can keep up with me on twitter: I’m @kennystoltz, or right here on my blog.












