Designing for the Social Web
Contrary to the title, Joshua Porter’s Designing for the Social Web does not mention much about building or designing on the web, but focuses more on how to keep an audience around. It targets web developers that already have an idea of what they are doing in regards to building their software/websites. It provides ways of targeting an audience, keeping them around, and making sure they are pleased with the usage of the product or software.
Published in 2008, the book mentions the use of websites that were rising at the time, such as Friendster, MySpace, and Delicious as examples for successful or unsuccessful online ventures. During that time, web applications going mobile were just beginning. Nonetheless, the content is still very relevant today. Understanding your users and what they want in a service is the epitome of this book.
There is a large emphasis put on user behavior and how it affects a product/software/website. The way users perceive their product and how they engage about it is what developers rely on in order to measure the success of their venture. He mentions to keep focused and prioritize user activity, social objects, and features while creating a social website. What would make a user want to use your website? What are they there for? What sets your service apart from others? Those are the types of questions you have to ask yourself before creating a site. Always make sure that usage is targeted to all types of users, regardless of age, gender, etc. He mentions not to generalize that “most people” know about a service. It is better to have a basic explanation of a product than to assume that every consumer knows how to use it.
One of the biggest focuses in the book is the usage life cycle. It depicts the stages that people go through as they use a product over time. They start off from not knowing anything about a product, to becoming interested and seeing a potential value in it, then they begin to use it and use it on a regular basis, and finally they become loyal, passionate users. It describes the relationship that people build with a product over time.
It was a very easy read, only 177 pages, with many images and figures within the text. I chose Designing for the Social Web, because I knew that it would deal with growing audiences on the web and on social media. As a social media manager for a digital marketing company, this book was very useful and helpful. A big part of what I believe in is creating relationships with fans/followers and having authentic conversations with them, which is what Porter emphasizes. Building an audience is important in terms of having a “successful” service, but knowing what your users want, responding to their needs, getting feedback, and creating relationships with them create for a stronger, credible service.
If you thought Designing for the Social Web was interesting enough, you can purchase it here on Amazon: http://www.amazon.com/Designing-Social-Web-Joshua-Porter/dp/0321534921
