Social graph analytics for the *benefit* of users

  • Article

Angus Logan, a Product Manager on the Live Services team, came out with an interesting post recently on address book portability between social sites/services.  The thrust of his argument is that the various address book repositories in the world (Facebook, LinkedIn, Windows Live, and others) have been very focused on sharing information in order to lower cost of user acquisition – and perhaps have missed an opportunity to enable users themselves in new ways.  Read the post – it’s worth a think. 

What I really like about the concept Angus raises is this:

  1. It starts from the perspective of what creates value for individual users in a holistic way – that is, it’s not about Windows Live, Facebook, or LinkedIn, it’s about what an individual is trying to accomplish in their lives, and may often span any single repository or site-based capability.  This is a perspective I’ve called the Consumer Value Stream.
  2. It extends an existing trend with significant momentum – that is, sharing data and/or capabilities between entities as “services”.
  3. It turns the topic of user analytics on its head – putting social graph analytics to use in practical way for actual users (instead of limiting social graph analytics to be a tool for only advertisers)

The example Angus gives around inviting someone to go to a concert is just one of many things that could be done… the limit of use cases may be bounded by what information people will share with a service when they recognize that the info could be put to use in future mashups that are not yet defined.

For example, I might share GPS data on where I drive that would be very useful in matching me up with carpools. That same info, when mashed up with methodone clinics or Alcoholics Anonymous meetings might be embarrassing for some folks.

Just a guess, but I suspect most people would *NOT* share something like GPS data with a service that could be tapped for any future purpose, but would want the ability to say specific data can be shared for some specific purposes and not for others.

There’s a lot of ground to cover on privacy topics here.  But also, a lot of potential for new, value-creating experiences.  Why should social graph analytics just benefit advertisers? 

Technorati Tags: social graph analytics,consumer value stream