Sometimes you just need a little guidance.

Over the lifetime of Upoc, our subscribers have formed more than 40,000 groups. The topics have ranged the entire spectrum of human experience, from dating to religion, sports to politics, and everything in between. The question is, with so many options available, how does a new subscriber to the service get started? Where do they go? It can all be somewhat intimidating, similar to a kid moving to a new area and starting at a new school.

We decided that we needed some safe, friendly and familiar places for new subscribers to start within Upoc. Similar to a welcome mat. So, we started themed highlighted groups. This process began in the fall with groups for Thanksgiving, Christmas, Hanukah, Kwanza and New Year's. The response was overwhelming. Members flocked to these ready-made and monitored groups. Our customer service staff was very diligent in making sure these groups stayed on topic. The big win was that a large percentage of the group members in these themed groups had recently joined Upoc. Just like the first student who reaches out to the stranger in the school lunchroom to show him the way, these guided themed groups provide a familiar safe haven for new users to start to interact on common topics: "What are you giving thanks for on Thanksgiving?" "What do you want from Santa Claus this year?" and much more.

Web 2.0 is all about user-generated content, and Upoc has been at the forefront of this long before it had a catchy name and was considered universally cool. The purist would say, "Create the platform and let the users decide how it is used and provide the content." What our experience has found is that an unaided Web 2.0 environment can be somewhat foreign and scary to newcomers. Web 2.0 needs a friendly atmosphere and a way to ease users into the full freedom that they can enjoy in this new realm of social networking. Providing themed and monitored groups is one step in making Web 2.0 a more welcoming experience for the masses.

There are several reasons why the CB radio phenomenon died out. Here are my top reasons and why they relate to today’s big social networks:

The stated motivation for entering the social network was not consistent with the activity of the network. Uh? Let me explain. Most people bought into the commercial promotion that the CB was a safety and security device. You could somehow contact help if you broke down on a lonely deserted road. Help was just a “breaker, breaker, good buddy, please save my butt!” call away. So, you would tell your friends and family, “I’m getting this to be safe!” 

Of course that was a total lie.

The CB was a social networking toy! You could play at creating and honing a new persona every time you pushed the transmit button. You could be Southern (which was the favorite, especially of Northerners, or you could be "the boss" or the man "the man"). Women were treated with equal status (especially if they knew the 10-20 of "smokey and his camera"). While there were no doubt illegal or immoral activities, the norms of the community and the total openness of communication served as a self-regulation. It gave the user of CB radio freedom to be however they wanted to be. It was the first mass social network with anonymous communication that created its own social norms.

The times that I actually discovered who I was really talking to, well, became kind of boring.

The main usage as a social networking device let to that need being more powerfully filled by the explosion of instant messaging in the late 1980s and 1990s. Social networking was no longer limited to 5 miles of random road, but the whole world. 

Strike One for the CB  

The consumers who actually used the CB because of safety reasons probably discovered that relying on random strangers to help you in your hour of need is as likely to bring “bad guys” as it is “good guys” to your rescue. Another device was now being marketed as the safety device you should have in your car – the mobile phone.  The mobile phone is of course a social networking device with one-to-one precise communication. It was better to call the AAA to fix your car than rely on “Cruisin' Cougar,” “Lusty Lady,” or “Bandit Eye.”

  Strike Two for the CB

 The CB Social networks were random and without context other than you were traveling somewhere and didn’t want to get a speeding ticket. This is not the form of social networking that creates “sticky” bonds. No one really grew attached to their “Good Buddies.” It was rare that you would find the same person twice, and if you did, it could just be another person with the same handle. In general, you did not care – no context means no passion about a topic and no ties amongst the members. Thus, when alternate means of random social networking emerged, or safety devices became available, there was nothing underneath all the hype of the CB craze to sustain it. 

 Strike Three for CB.

 Some more thoughts on today’s social networks in my next installment.