In recent years, social media has been dominated by a few major platforms, raising concerns about data privacy.
The emergence of microcommunities offers a promising alternative, fostering genuine connections and greater control over personal data.
The Power Shift in Social Media
In the wake of Facebook’s high-profile data breaches and its founder’s summons before American congress, the concentration of power within a single social media platform has never been more evident. Yet, even amidst the ensuing controversy, Facebook’s user base remains largely intact. The absence of substantial alternatives has left users tethered to the platform despite privacy concerns.
Kevin Brown, the innovative mind behind GigRev, proposes a paradigm shift in the social networking arena. Rather than imitating Facebook, Brown envisions a “third evolution”. Asserting, “[Facebook] is the second generation of social network – the first being MySpace,” he suggests that microcommunities are on the horizon, poised to redefine online interaction.
The Emergence of Microcommunities
Microcommunities reflect real-world socialization more authentically. In an era dominated by vast digital congregations, the return to smaller, interest-driven groups promises a closer mirroring of genuine human interaction. These niche networks allow users to segregate their multifaceted social circles, maintaining privacy among varied acquaintances.
Brown points out the challenges artists face in large platforms emphasizing their subordinate role despite being key content drivers. “You can tweet all day and nobody takes any notice unless you’re already famous,” he notes, highlighting the fickle nature of virtual attention.
Decentralisation and Data Protection
The allure of centralisation drew people to singular platforms initially, but the tide shows signs of turning.
Brown’s critique of Facebook as “an advertising network disguised as a social network” underlines his push for microcommunities. By decentralising data into these smaller networks, personal information becomes less vulnerable to breaches, aligning with growing concerns over digital privacy.
With distinct platforms, users retain control, choosing what personal information to share with each community. GigRev exemplifies this approach, offering artists a branded platform to connect, engage, and monetise their fanbase without intermediaries like Twitter or Facebook.
GigRev’s model champions subscription revenue, ensuring artists retain 80% of their earnings, marking a significant departure from data-driven business models.
A New Relationship Model
Microcommunities foster deeper connections, empowering users to engage more meaningfully without the noise of mainstream platforms. GigRev allows for a tailored social experience where fan and artist interaction is prioritised.
Instead of relying on data exploitation, as seen in broader networks, this model emphasises direct relationships and content ownership. Users retain autonomy over their interactions, reaping benefits from a more personalised social media experience.
Brown asserts that for smaller bands, the bond with their audience intensifies in microcommunities, delivering value across all levels of interaction. GigRev has already established partnerships with various artists, including Matt Goss, UB40, and Thunder, demonstrating its appeal and utility within the artistic community.
Monetisation and Ownership
Microcommunities not only change the social interaction landscape but also reshuffle the economic model. By creating a closer connection with their fanbase, artists, and content creators can better capitalise on their influence.
GigRev simplifies the process for artists to monetise their content through subscription models, providing a sustainable revenue stream. This stands in stark contrast to traditional social media platforms where creators often struggle to monetise their audience effectively.
The Future of Work and Collaboration
The framework propelling microcommunities can extend beyond social interaction into professional environments. Brown is exploring avenues where this model serves as a foundation for creating internal communication networks within organisations.
These bespoke intranets can enhance employee engagement and productivity by facilitating more meaningful connections and streamlined communication, tailored to specific organisational needs.
The shift towards microcommunities signals a transformative moment for social media, offering a decentralised, privacy-centric alternative to mainstream platforms. As digital interactions evolve, microcommunities stand at the forefront, advocating for genuine connections and user empowerment. Such innovation paves the way for a safer and more diversified online landscape.