What’s The Point Of Social Networks?

It’s a common question – what’s the point of social networks? The most common answer is basically none. Most social networks provide yet another way to get in touch and keep in touch with people which is great but lets face it, there are about a billion different ways to communicate and leaving messages on someone’s wall only looks good compared to sending smoke signals. Some people might argue that it lets you map out and visualize your social network but seriously I know who my friends are, why don’t you? The address book has been around a long time and it still works seriously well.

I think the best way to highlight how seriously useless plain social networks are is to look at the 10 Best Facebook Applications For Business Professionals:

• Conference Calls
• Voicemail
• Asking Questions
• Posting Video Messages
• Introductions
• Business Cards
• Phonebook
• Recommendations
• Defining other people with a tag cloud
• Business directory

Anyone see anything new in there? Anything remotely likely to change the face of business? Nope. Gimmicks galore and sure you can make yourself look all hip and web 2.0. Yes it’s very important to reach out, connect with your clients and be part of the discussion but social networks aren’t suddenly making it possible to do that, they add the burden of yet another way you have to do it and most of them put up all kinds of walls to make it difficult to do so.

Now that’s not to say that the idea of social software is bad – just the idea of social software with no point. What if instead of just building up communities for the heck of it, we built up communities to achieve a common goal or a series of goals? In other words, what if there was a point to it all? That’s what LiveMocha is doing by building a social network of people who want to learn a foreign language. Dan Kaplan put me onto LiveMocha and he nails the key cognitive change between what we’ll look back on as the hype of social networking and what actually stands the test of time:

The key is that, unlike so many of the wannabes in the social network game, LiveMocha’s social network is not the central focus of the site but simply a feature.

Social networks are not the point, social networks are the tool and it’s about time we started realizing that and start putting it to work. There are two ways for this to unfold, either we’ll start seeing really useful Facebook applications being built – I imagine it would have been possible for LiveMocha to be done as a Facebook application, or the explosion of different social networks will expand to the point where users simply demand openness and the ability to move their social network around.

Either way the time is coming where the social network will be a feature and a tool, not the entire system. Frankly, I can’t wait.