6 Degrees of Separation now 3

In a new study released by O2, they have stated that people are more connected than ever before. In surveying three age groups (18-25, 35-45, 55+) they found that the average user is connected by three degrees within a 'shared interest or social group'. The study went on to state the people normally are part of three main groups: family, friendship, and work.

Here is a link to the press release:

http://www.o2.com/media/press_releases/latest_pr_14276.asp

The three different groups outlined above highlight what we are currently telling our clients around the fact that 'online schizophrenia' can exist within current users. Work colleagues are asking to be part of your Facebook profile, friends are asking to join your LinkedIn profile, there is a blurring of these three groups. Additionally, there are things that you are comfortable showing your friends that you wouldn't be comfortable showing your work colleagues or family. Therefore, there is a threat of social networks and tools for being 'watered down' versions of one's self rather than what one would normally want to post, comment, or upload.

There are existing companies that are looking to help with this problem. One to check out it MOLI (http://www.moli.com/). While it is doubtful that people will abandon the MySpace's and Facebook's of the world for this network, the concept is important. The ability to manage one profile across your three social groups is important and could lead to an evolution in how the big social networks allow you to display data (rather than the basic 'limited profile' view on Facebook).

Take this trend into consideration when building campaigns. What are you asking the individual to do within the social network? How can we supplement their experience to help them manage these different social groups. Is the time of day indicative of the social group that they most represent?

Go forth and test,

Rick