Paul is Google's user research lead for social, which incl. Buzz and YouTube. He posted this 216-pages research on July, 1rst: http://www.slideshare.net/padday/the-real-life-social-network-v2
Here are Skepticgeek's key points from the study http://www.skepticgeek.com/socialweb/googlers-take-on-social-networking-reveals-chinks-in-facebooks-armor/: <<- A single umbrella group of “Friends” in an online network doesn’t mirror real-life and leads to problems. Support multiple independent groups of friends. - Focusing on technology is a wrong strategy. Focus should instead be on Motivation and Goals. - Design needs are different for different relationship types – strong ties, weak ties, and temporary ties. One solution doesn’t fit all. - Different communication channels are needed for different types of relationships. - Role of influencers is over-estimated. Also need to focus on network of person being influenced. Influence works most within close ties. - Network should support multiple facets of identity and also anonymity. - We think people care less about privacy because they misunderstand complicated privacy settings. - People underestimate the size of their audience and persistent nature of their conversations online.>> |