Being
Dugg.
The
Slashdot Effect. Having your site
Farked. All facets of the
network effects that are
indicative of, but not exclusive to,
Web 2.0 applications. This is the sensible result of the impact community involvement directly has on
new media services - allowing users (registered or otherwise) to access, remix, share or interpret your core data in new, innovative, interesting ways.
So while the
"Social Web" continues to be all the rage and legions of
new sites pop up daily and
existing media companies creep towards adoption of emerging paradigms with tons of phenomenal features centered around viral user interactivity, I'm reminded of the fundamentals of network effects, and what makes such services work in the first place. So consider this a lesson in pragmatic technical marketing next time you start pondering how to evolve your online projects.
I realize that not everything's got to have a friends list, AJAX-laden commenting systems, support for one or more IM clients, or tagging to the
nth degree. The real magic is in delivering a positive user experience so that growing numbers gravitate towards and frequently use your stuff, promoting it communally.
Recently I implemented a little feature on
KUAM.com exhibiting the content of ours that people are consuming with the greatest frequency - "The Most". Similar lists have proven hugely successful across media platforms - from the old radio countdown shows, to Letterman's nightly Top 10 rundowns, to VH1's infinite collection of
ordered views of modern day pop culture. So it became obvious to me that expressing such a popularity contest through hypermedia was an opportunity that needed to be exploited. Consequently, we've been able to build a winning social service...without people.
The Most has been received extremely well, has generated positive feedback and has boosted our web traffic, so in that regard it's
an instant hit. As a result, our video downloads have tripled. People are re-reading articles and bookmarking items they've already gone over. Users are checking back to see if their search keywords generate more and different results than with previous queries. It's a network effect of a different variety - the
"Wow...people are checking this out...it must be good!" upshot. There's no direct user interaction with our lists, but they're the exclusive result of people's browsing behavior.
In other words, we've capitalized on fostering a time-honored marketing device: good ol' fashioned community
hype.
The point of this all is that sometimes the
most effective solutions are the simplest. And on today's Web this so often gets lost. Developers insist on having bark overshadow bite. Granted, KUAM.com is a well-rooted, existing online property creating and distributing content in a proven industry (news) - not the latest player in the fickle Web 2.0 space. Admittedly, our solution by today's standards was arguably low-tech. With our little creation we haven't wowed anyone from
O'Reilly, appeared on Digg's front page or secured a spot atop
TechMeme (themselves canonical exhibitions of the power of Web 2.0 network effects), but it works for our users. It was easy to incorporate such a feature into the flow of our existing style of distributing news information without forcing our audiences to learn a radically new UI, or impeding our site's performance. We tapped existing data sources and reshaped the information so that it could be viewed in a new and different way.
Plus, this puts about 40 additional links on my homepage, which is better for SEO. And, more importantly, it gives individual stories one or two more precious hours of primetime exposure.
So give some thought to the effectiveness of your development next time you map out some cool hack. Don't get me wrong - I'm all about next-gen programming, but of greater concern to me is creating the best possible experience. If in certain situations this means scaling back from using high-end techniques and technologies, I've got no problem with that.