An interesting post on AlwaysOn (via Schel Holtz)defines Blogworking as the next evolution of social networking…
Self-governing social networks combine with interactive weblog publishing to create something people just call Blogworking. People have been Blogworking well before the term was popular, but whatever you call it, the trend is gaining momentum alongside social networking sites which do not provide editorial content.
I buy that – adding community features and participation capabilities (as differentiated from collaboration capabilities) to social networks would give me an added incentive to join and participate.
And as a marketer, these tightly focused communities, if indeed highly visited, would be extremely valuable!
There is, however, a potential barrier to adoption for these blogworking sites. The way that they are being described now, they are yet another “place” that we have to go to to stay informed. Now, most of us “belong” to multiple potential communities. I contend that if you have to start “going” (as in clicking) to multiple places in order to stay informed – you will eventually stop going to all of them!
It’s a phenomenon that we witnessed at eRoom Technology – where we built a virtual workplace/group collaboration product. Once people started to belong to multiple projects (which were happening in multiple eRooms…i.e., different urls, they quickly stopped using eRoom and reverted back to the old hacks of getting a project done with a virtual team – email, fax, phone, IM, etc. We had to integrate whatever was happening in the different virtual workplaces with people’s email (which is a person’s personal workplace) in order to overcome that adoption issue.
I suspect the same will happen here. Whatever happens in those blogworking communities will have to be fully integrated with my personal “place” – which in my case and for this kind of stuff will most likely be my personal RSS aggregator.