Trust as a success factor for the social web
Two weeks ago on the winquadrat 2008 conference in Austria we discussed in the Workshop "the future of information and communication technology especially the consequences of the continuous increasing technologization of our daily life. Today I subscribe to Friendfeed, a social web aggregator. So I asked myself why did I subscribed to that and at the same time I unsubscribed my membership in Paxo and deleted my profile there. There is not any physical reason neither I was unsatisfied with the service of Plaxo, I used it now for the last 5 years. So why did I subscribe to friendfeed instead using the new plaxo features, which allow you to share your feeds and aggregate them in one single interface and even connect them with your profile.
The reason for me is trust. Trust in the handling and the security of my provided data and simplicity. Friendfeed is a startup and Plaxo is a grown company, normally you would expect the grown company be more trustworth, but Plaxo was recently bought by Comcast and for me as a scared European with an reluctance against big American Enterprises having a lot of my personal data stored made me leave.
There is a bit truth in it, but the size was not the reason more the merger and my own reception of Comcast and Plaxo.
On the opposite Friendfeed is relatively new in the market for social web and it is does not have stored my work or private contact information, so first it has less relevant data and it only aggregates my social web data and information. Consequently only content created by myself, of course, it is still possible to creat a relatively complete profile of my likes and dislikes, my interests and more, but somehow I feel to have more control.
Second, Friendfeed has a few social web formentors, who I personally trust or believe in. For example Loic Le Meur, Robert Scoble or my best friend Adrien.
On the other hand the trust seems to be in the portal itself and the way it is communicated. Of course, there is a commercial intention and it is obvious that the founders need to pay salaries and want to earn money with it, but it creates the first hand image of "connecting people and facilitating the socializing in the internet".
Therefore in my eyes, it is not only the critical mass as David Jacobs was stating in the Social Media Morning. It is about trust in the system and the people behind it and the ones using it. But trust is the product or formentators and credible and trustworth creators and users.
Social Web and the use of it are more and more depending on the trust of users with regards to safety and use of their data. You need the critical mass to survive, but if the users loose the trust in the company or the tool, social web is not working. And this is the greatest advantage of the growing number of social web application, we the user have the choice. Maybe we are really on the way to democratizing the internet.
