Welcome to Social Web 3.01. Welcome to
Social Web 3.0
- Saving Debbie’s Privacy -
2. Jean Dobey
@jdobey
/jeandobey
/jeandobey
blog.hibe.com
Hi everyone, my name is Jean Dobey, founder of Hibe.
Over the past few years, we investigated the foundation of our real life social network. Our
research shows how Web 2.0 services fail to meet people’s expectations. These findings led us to
create a new concept of social networking that correlates our online and offline social lives.
Recently, Paul Adams, senior UX researcher at Google, released his vision of the real life social
network. He suggests his work as the foundation for a future of the web. We find that his vision
lacks critical perspectives to describe our real life social network.
Here, I explore some of our findings through Debbie’s eyes. I also present what the Social Web
3.0 should be, and what it means for people like Debbie.
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3. The Real Life
Social Network
Addendum
Before jumping into the online world, we need to better
understand how we behave and share offline.
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5. Hi, I’m Debbie from “The Real Life Social Network v2”
Slideshare presentation published by Paul Adams, Senior
UX Researcher, Google
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6. LA
friends
As Paul showed, I divide my social life into audiences.
They are my LA Friends where I used to live…
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7. San Diego
friends
LA
friends
my new San Diego Friends where I live now…
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8. San Diego Family
friends members
LA
friends
my family…
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9. San Diego Family
friends members
LA Swimming
friends kids
…and my class of 10-year old swimmers.
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10. San Diego Family
friends members
LA Swimming
friends kids
They represent my social network, which I manage with
relative ease by behaving and sharing differently with
each audience.
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11. San Diego Family
friends members
LA Swimming
friends kids
For my LA friends, I am “LA Debbie” …
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12. San Diego Family
friends members
LA Swimming
friends kids
for my San Diego friends, I am “SD Debbie”…
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13. San Diego Family
friends members
LA Swimming
friends kids
for my Family members, I am “Family Debbie”…
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14. San Diego Family
friends members
LA Swimming
friends kids
…and for my 10-year old swimmers, I am “Teacher
Debbie”
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15. San Diego Family
friends members
LA Swimming
friends kids
Aside from my social network, I also behave and share
differently with a variety of strangers.
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16. Ball park
For example, every Sunday afternoon at the ball park, I
am “Sporty Debbie”…
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17. Ball park Church
every Sunday in church, I am “Praying Debbie” …
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18. Ball park Church Rock concert
And, even last night, at my first rock concert, I was
“Rocking Debbie”.
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19. Ball park Church Rock concert
These social contexts influence how I interact with such
public audiences.
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20. Surfers Democrats Mothers
I can also define more public audiences based on my
interests, beliefs, and life experiences.
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21. San Diego Family
friends members
LA Swimming
friends kids
Fact is, when I am in public, I often model my sharing
and behavior from conditions I define or adopt.
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22. Conversation in
The Real Life
Social Network
A conversation is always about something.
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23. San Diego Family
friend member
Swimming
kid
LA
friend
When I converse with people, it’s always about
something, someone, someplace.
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24. Not everybody has the same level of interest in what I
share. For some, my conversation may be important,
for others it may be perceived as noise.
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25. However, they always have opt-out options to avoid
noise. They can either avoid the conversations…
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26. or they can simply avoid me all together.
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27. OR
Annoyed
swimming
kid
For instance, if I talk too much about my pets and not
enough about swimming during class, it will annoy some
students. They can make remarks about it, or find
another teacher for the next session.
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28. The Real Life
Social Network Is
Dynamic and Complex
That’s where Debbie’s worlds collide.
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29. San Diego Family
friends members
LA Swimming
friends kids
One day, my brother went to study at UCLA, and asked
me to introduce him to my LA friends…
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30. San Diego Family
friends members
LA Swimming
friends kids
while one of my LA friends moved to San Diego where
he hooked up with some of my San Diego friends.
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31. San Diego Family
friends members
LA Swimming
friends kids
Another San Diego friend got married with one of my
family members…
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32. San Diego Family
friends members
LA Swimming
friends kids
and my nephew joined my swimming class.
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33. San Diego Family
friends members
LA Swimming
friends kids
I thought I could simply adapt my sharing behavior
naturally.
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34. San Diego Family
friends members
LA Swimming
friends kids
But life is full of surprises. My audiences keep mixing
up overtime…
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35. San Diego Family
friends members
LA Swimming
friends kids
and I am losing control over my network along with my
image and privacy.
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36. Transparency,
Integrity & Privacy
Debbie needs to make a tough choice; be transparent
or be private without losing her integrity.
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38. LA San Diego Family Swimming
friends friends members kids
I can try to cope with the complexity of my overlapped
audiences by adjusting my image and behavior when
necessary.
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39. LA friends LA friends
?
For example, when I talk to my LA friends, I would alter
my image and behavior when my brother joins us. I
would hide some conversations from him.
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40. LA friends LA friends
? ? ?
?
?
? ? ?
?
If more people from other audiences join in, I will keep
altering my image and behavior. If this occurs often,
my LA friends will not recognize “LA Debbie”
anymore.
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41. LA San Diego Family Swimming
friends friends members students
? ? ? ? ? ? ? ? ? ? ? ? ?
? ?
? ?
? ? ? ?
? ? ?
Problem is, if I keep changing, I will no longer be the
“Debbie” people know. I will become superficial and
will lack integrity.
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42. Or should I simply stop worrying
about my privacy?
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43. LA San Diego Family Swimming
friends friends members kids
I can stop worrying about my image and privacy and
be transparent to everybody. This way, I won’t lack
integrity.
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44. LA San Diego Family Swimming
friends friends members kids
But if I am too transparent, I doubt others will trust me
with their information?
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46. LA San Diego Family Swimming
friends friends members kids
I realize that my network has changed.
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47. I can redefine my audiences and portray specific
images to them.
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48. LA friends
with my brother
For example, I feel uncomfortable having my LA
friends overlapping with my brother.
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49. LA friends
with my brother Close LA friends Other LA friends
To solve the situation, I divide my “LA friends with my
brother” into close LA friends, and other LA friends.
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50. Because my close LA friends already know me as either
“Family Debbie” or “LA Debbie”, I will merge them to
form “Close LA Debbie”.
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51. LA friends
with my brother Close LA friends Other LA friends
This way, my close LA friends would know me a bit
better. They would discover another facet of me and I
would not lack integrity.
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52. In the end, more audiences mean more control over
my image and my privacy.
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53. Gossiping Debbie, Debbie Who?, or Private Debbie…
I am hesitating. Which “Debbie” should I be? If you were
me, which one would you be?
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54. Identity in The
Real Life Social
Network
People naturally portray specific facets (images)
of their identity to fit specific audiences.
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55. As a person, I possess one identity. It includes my
values, beliefs, interests, affiliations, and everything
that makes me unique.
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56. I can choose to share a subset of my identity with
everybody through one facet.
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57. If I add another facet, I will be able to share specific
things with different audiences
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58. The more facets I have, the better I manage how people
perceive me.
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59. San Diego Family
friends members
I can be private with people I have less intimacy with,
while sharing more with people close to me.
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60. Web 2.0 and the
Real Life Social
Network
Our social life gets more complex every day. Many saw
Web 2.0 a possible solution to our problems.
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61. My real life social network grows and overlaps overtime,
thanks to this highly connected world we live in.
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62. Movie lovers Family members
San Diego
friends
LA
friends
Wine lovers
Boyfriend
Volunteers
Swimming
Business kids
contacts
Competition Surfers
winners Dentist Co-workers
The more I segregate my connections, the more
complex my audiences become.
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63. 150
With such a social dynamic, how many facets can I use?
Maybe 150. Certainly not an infinite number, at least
offline.
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64. To help me maintain such a social dynamic, I use
online tools that can handle parts of my network
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65. Web 2.0
is not enough
There may be great services out there. Can they really
help Debbie?
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66. Why do I have to use two systems to share with my
personal and professional audiences when they
overlap? I have co-workers who are also my friends.
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67. Why can’t I share tweets, photos and videos in my
various audiences? I wish Twitter, Youtube and Flickr
would allow me to do faceting.
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68. Why should I use a specialized dating service when I
can easily meet someone through friends on Facebook
or colleagues on LinkedIn? I wish I could use my
existing identity on eHarmony.
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69. Why do I need multiple sites to share with the same
audiences from my social lives? I wish Web 2.0
services considered the overlaps of my audiences.
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70. Superficial or deep relationships?
Total transparency or privacy?
Where are my audiences?
…
Web 2.0 services helped me to some extent, but they
also created many issues and discrepancies between
my online and offline social lives.
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72. Welcome to
Social Web 3.0
The next generation of online social networks should
better emulate the way we share and behave offline…
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73. I should be allowed to
have multiple facets of
my identity
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75. I should always be able
to opt out from any
conversations
OR
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76. I should always be in
control of my audiences
Family
members
San Diego
friends
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77. I should be able to
connect to others based
on pre-defined
conditions
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78. Then I would save my privacy
and sync my offline and online
social lives
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