A few months ago I published a critical personal evaluation of the current social media landscape. During a recent podcast exchange about the same topic in which I participated (in German), what got apparent was the need to distinguish between the two components that social media is made of: the media consumption, and the networking. The first one is primarily about content, the second one primarily about people. No matter how much my skepticism about the dynamics and long-term consequences of today’s social media world has grown lately, that doesn’t change the fact that I still very much appreciate social media’s capability to get to know interesting people, potential business partners or – very simple – new friends. Over the past 10 years, I have met a lot of great individuals thanks to social media. I certainly would not want to have missed that opportunity.
What I am describing here is the “networking” element of social media, which predated the other aspect, the consumption of content within the networked environment of social media platforms. In the early years of the so called Web 2.0, the focus was mainly on building contact lists, showcasing an online profile and on exchanging messages. The services which offered these opportunities such as Friendster, MySpace and even the early Facebook were labeled “communities” or “social networks”. Before the rise of these services, there were of course “instant messengers” such as ICQ or MSN. The term “social media” didn’t emerge until around 2008. What happened at that point?