Decentralized Social Networking: Diaspora*

During my research on social networks and related marketing strategies I stumbled upon a new idea (well, not that new, it was started in 2010, being the most successful Kickstarter-project at that time) from four math-students at the University of New York: A decentralized social network, called "Diaspora*".

Basically, Diaspora offers the same features as any other social network, but it isn't that well known (it is estimated to have 380.000 users by now) and still in development.

The idea of a decentralized social network bears both advantages and threats. Technically, the network works by a number of private servers running a certain piece of software. This software is free and available for further development by anybody, much like Google's Android. The users register on one server and then have the ability to connect to any other user on all the other servers in the world, running the same social software.

The decentralized network was created because of privacy concerns about Facebook and other centralized networks: If the data of all users are located in one space, this gives enormous power to the companies running those networks. For example, the data can be analyzed and used for personalized advertisements as well as being sold to other companies (in the case of Facebook).

One might say that it is even less secure to have one's data on any server of which one doesn't even know who runs it or where it is. It also is a fact that the operators of those servers can view their users' personal data without any problems. Complete safety for one's personal data is only complete when every user runs its own server to connect to the social network. Maybe in the future this will be the case and we are no longer dependent on Facebook, LinkedIn and others.

Apart from the security of personal data, Diaspora offers a great amount of features for its users: It tries to connect different parts of one's life where one uses social media. One might use Facebook for leisure activities, LinkedIn for professional contacts and stayfriends to stay in touch. Diaspora offers the possibility to group one's contacts in different lists and strictly show or hide certain contents, be it posts or information on one's profile.

The implication for marketing would be that the focus of social media marketing shifts from using several tools with different advantages to using one tool with different channels. That way, customers can be addressed in different functions (as an employee, as customer, even as producer of content). This will make the line between personal and professional networking disappear even more and will give a lot more attention to social marketing, especially B2B-marketing.

Doubtless, the downside of decentralized social networks is the lack of personal data to analyze and narrow-in on one's target group. Companies would be reliant on their target group providing information and connecting themselves with certain brands. And therefore other kinds of marketing will still be required.