The Time is Ripe for Decentralized Social Media Networks

The introduction of "Threads," a new #socialmedia network launched by Meta, the company behind Facebook, presents an opportune moment to discuss decentralized social media platforms—an area of personal interest to me as a digital marketer.

As part of the broader #web3 , these platforms offer an alternative to mainstream social networks. In fact, some experts argue that the next generation of social media platforms, namely the decentralized ones, has already emerged. It's worth noting that #threads does not fall into this decentralized category.

Decentralized social media networks have the potential to enhance your online presence and drive engagement, all while maintaining a level of fulfillment for both users and marketers. Additionally, they offer a reduced invasion of privacy compared to traditional platforms. These networks hold exciting possibilities for marketers, which I will outline in more detail later in this post.

Social Media Is Dead, Long Live Social Media

Let’s first understand what’s wrong with our current crop of social networks. If you have not realized it by now even after endless scrolling of your social media feeds, the?content , most of the time, feels it made for someone else! And those awful sponsored posts and ads are getting on everyone’s nerves!

Over the years, social networks have turned less social and more into a marketer’s delight. Most of them have gotten their hands on your personal data through the backdoor and already sold them to 3rd?parties such as corporates and brands to rake in the big bucks.

The result: In the era of big tech giants dominating the online world, many users have grown weary of feeling like mere pawns in their game. Almost every bit of information – their likes, dislikes, the food they eat, clothes they wear - is available to advertisers. Nothing is secret or sacrosanct anymore.

In such a scenario, then, decentralized social networks offer a glimmer of hope.

Imagine a world where the power lies not in the hands of a few Silicon Valley tycoons but rather in the collective voice of the people. A world where #algorithms are not dictators determining what we see and how we think.

Decentralized social media platforms are here to put power back into the hands of individuals. They come with the promise to liberate us from data-mining Big Tech. Their adoption of is expected to bring forth a host of "innovative features" while empowering end-users with greater control over their personal data.

In fact, the move from traditional social networks to decentralized ones started just before the?COVID-19 pandemic ?struck. Users protested against fake news, misinformation, censorship, privacy, political neutrality, user control, and malicious activity. Consequently, decentralized social networks, also referred to as federated networks, emerged as an alternative solution.

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What Are Decentralized Social Media Platforms?

These platforms break away from the traditional centralized model resting on a server that relies on a single authority to govern and manage user data. Unlike centralized platforms, decentralized social networks function on independently operated servers, granting users greater control and autonomy.

P2P: They operate through peer-to-peer (P2P) networks, allowing users to connect directly with each other without intermediaries. Yes! You heard right. This innovative approach transforms how we engage online, fostering transparency, privacy, and freedom of expression.

Thwart censorship:?Furthermore, decentralization also promotes censorship resistance. Unlike centralized platforms that may be susceptible to content moderation policies influenced by external entities or governments, decentralized social media platforms provide a space where freedom of speech can thrive. Users can express themselves without fear of being silenced or having their content removed unjustly based on arbitrary guidelines.

No bias:?In addition to these benefits, decentralized social media platforms can also address issues related to algorithmic bias and filter bubbles. These problems arise when algorithms used by centralized platforms curate personalized feeds based on individual preferences, inadvertently restricting exposure to diverse perspectives. In contrast, decentralized platforms aim to democratize content discovery by utilizing algorithms prioritizing contextually relevant information rather than perpetuating echo chambers. By broadening access to different viewpoints and promoting serendipitous encounters with new ideas, decentralized social media platforms facilitate a healthier knowledge exchange and encourage critical thinking among users.

Who Are They?

The most famous examples would be?Mastodon ?(that I use),?BlueSky ?funded by Jack Dorsey of Twitter fame, followed by?Substack ?itself,?Minds, ?Pixelfed ,?PeerTube , T2 (yet to be launched), etc. There’s even one from Mozilla coming called “Mozilla. Social”.

Mastodon Mozilla Substack

Here’s How Decentralized Social Networks Can Ignite Your Marketing Mojo

To begin with, these platforms provide a direct avenue to engage with potential customers. Unlike relying solely on advertising algorithms to reach a target audience, decentralized social media enables marketers to establish direct connections with users who genuinely express interest in their products or services. Moreover, these interactions occur in an ad-free environment, facilitating more authentic and meaningful communication.

Such platforms also allow brands to cultivate openness and transparency with their audience.?Marketers ?can foster a genuine connection with their audience, aligning with their preferences and values. This builds a foundation of trust and loyalty, ultimately strengthening the relationship between the brand and its customers.

What’s even more important is that such decentralized social media platforms help build an ecosystem that encourages innovation and diversity in content creation. Marketers can freely explore new content formats and communication strategies without being limited by the constraints imposed by traditional social media platforms. This means breaking free from the reliance on algorithms and the constant pursuit of trends to gain more visibility for their content.

There Are Hurdles Along The Way

One key challenge is?scalability. Unlike centralized platforms that can handle millions of users simultaneously, decentralized platforms struggle to maintain the same level of performance as they grow in size.

Additionally, there is a?lack of standardization?among decentralized platforms, making it difficult for users to navigate and switch between different networks seamlessly. Furthermore, the issue of moderation poses another limitation.

As decentralization ushers in greater freedom of expression, it challenges effectively combating misinformation or hate speech. With limited oversight, ensuring the safety and well-being of users becomes an uphill battle. Achieving a delicate equilibrium between freedom of expression and responsible content moderation becomes paramount for nurturing vibrant and healthy online communities.

For now, the above hurdles and a few others stand in the way of their use and popularity. These hurdles need to be addressed as quickly as possible to ensure faster adoption. Or else, I fear, they could be stillborn.

(A confession: Some help was taken from a machine to write/re-write bits and portions of this post.)

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