The Netherlands is worldwide the nation with the largest number of social network users relatively to its size. 49% of its 16 million inhabitants are members of social network sites. This is even bigger than US (40%) or Canada (44%). The network I use most frequently is LinkedIn (1 million users in The Netherlands). Somehow The Netherlands is one of those countries in the world where Facebook isn’t very successful yet. About 8 million people (50% of the population!) use the Dutch network Hyves as the main online way to socialize with friends. Facebook doesn’t even come close to those figures and MySpace already gave up competition last year.
Anyway, I don’t know how your online social networks look like, but my contacts are growing bigger and bigger. My LinkedIn network expands every week with new contacts even though I‘m pretty rigid on who I invite to it or whose invitations I’ll accept. Lately I have been wondering why my contacts like to be part of my network. Some like to stay updated on my entrepreneurial well being, others are interested in my business opinions or would like to graze into my network for their own benefits. In this way there is no real difference between my social profile page and a company’s website. It is in both sites’ interest to present content in a way that fits perfectly to the demand of contacts or target groups.
Behavioral targeting techniques make it possible to present the information of your site in a user tailored manner based upon past behavior. This means that different users are presented different content upon knowledge of their preferences, usage history or account specifics. Although social networks claim to be ultimate examples of the web 2.0 philosophy, I haven’t seen any examples of behavioral targeted profile pages yet.
Wouldn’t it be perfect to be able to present my social profile page to my contacts based upon their earlier visits and clicks? Job agents who are interested in my business progress will have my résumé prominently presented whenever they visit my page. Independent entrepreneurs who are looking for business through my network will find my contact list on top of my page and co-workers or associates who are more interested in my opinions will primarily see my blog articles, comments, recommendations and content slides.
Techniques are already there, why not use them? Keep in mind that a social network is not a one way experience. Your contacts have also an interest in being connected to you. When you see your social contacts as your customers, you can ask yourself why social profile pages aren’t more user tailored already.
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Posted by: uebernachtung guenstig | December 05, 2010 at 05:43 AM