Commissioner Reding (hearts) Social Networking

Michael Hedges September 30, 2008

People like social networking websites. Hundreds of millions visit, some spending considerable portions of their day, er, ‘interacting’. Now Commissioner Viviane Reding endorses the “phenomenon.”

Speaking at the Safer Internet Forum in Luxembourg European Info Society and Media Commissioner Viviane Reding addressed social networking websites as a promising addition to the media scene. The Forum’s focus was on children and Web 2.0, a combination raising serious concern. But Commissioner Reding was in a positive mood.

“Nobody can deny that social networking sites bring about new economic possibilities for the European industry,” advised Commissioner Reding. “Their open nature, the flexibility of the internet, their cultural diversity and enhanced interactivity, and the fact that they can serve several different audiences turns them into an environment that business and innovation cannot ignore.”

Indeed. Early investors in social networking websites were convinced – and many remain so – that the huge traffic generated by Facebook, MySpace and all the rest would translate quickly into big money. Age is a factor: average age of MySpace user is 17, Facebook 18.

In that regard, social networking websites have come to define Web 2.0 – lots of traffic, mostly from the very young, and another marginal business model. 

And, too, social networking websites have overtaken – in traffic, at least – the webs biggest moneymaker – porn. Web data collector Hitwise released figures (September 16) showing web searching for porn down by half in ten years and social networking searches the hottest of all categories. Web 1.0 cedes to Web 2.0.

Commissioner Reding, in her remarks, accentuated the positive. “Social networking sites,” she said, “can be beneficial to public and professional institutions and to society as a whole.”

“Social networking sites are a place where creative online content is thriving. Creating and sharing content is now easy and gives users the power to shape information and create new forms of art.”

All of the opening remarks, glowing about the possibilities, were a prelude to the real theme: protecting young people. Commissioner Reding cited a Save the Children Italian study of 13 to 17 year olds that reported one in three having an “unpleasant” online experience. But, Commissioner Reding admits, Web 2.0 gives young people “a new freedom which comes with risks. This is why we need a collective approach to make sure that young people can have the best of this freedom while remaining safe.”

The networking capacities of Web 2.0 (and beyond) are obvious. Also obvious is the search for social currency. That the major social networking websites have particular appeal for young people – broadly sharing messages, music and more – overhauls all traditional top-down media structures. The technical capacities available through the internet have enabled people – worldwide – to benefit from higher value social currency. Traditional media ignores the social currency aspect at its peril.

And many media organizations have not. Skyrock in France was one of the earliest radio broadcasters to launch a social networking platform. And Skyblog is huge, particularly with Skyrock’s target audience. Wherever an affinity group exists so too is the potential for developing social currency through networking platforms. 

Professional network platforms – LinkedIn being the most well-known – are the next frontier. Anecdotal evidence from the last two weeks indicates a very active set of professional networkers using Web 2.0 platforms – financial sector workers looking for new jobs. One ftm Member commenting on the value of the professional networking platforms said “I haven’t had a job offer through (the site) but I use it four or five times a day to connect with people.”

There are concerns, as Commissioner Reding expressed, about abuse of young people in the social network context. Young people are just learning social tools, MySpace, Facebook and others being the latest – and most accessible – tool. The means for protecting young (and old) may be onerous and self-defeating. Commissioner Reding, correctly, prefers self-regulation at ISP and site origination.

Technology has taken media to places it hasn’t gone, forgot or dismissed. For the public Web 2.0 (and beyond) is, in Commissioner Reding’s words “everything we have not mapped out or imagined yet.”

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