Over the last few weeks, some acquaintances of mine have been harassing me to join Orkut. Eventually, more from curiosity than because I thought it was likely to change my life, I succumbed.
Orkut is Google`s answer to Friendster. Friendster is an online network that maps each member`s relationship to all other Friendster members. All kind of cute, but ultimately a bit pointless. I am not much of an online social networker, so the ability to select my contacts based on their profiles doesn`t thrill me as much as it would if I was a lonely programmer who didn`t have a life outside of her monitor.
The database of personal information that is being built online is every marketer`s dream.
Georgina Guedes, Editor, ITWeb Brainstorm
Nonetheless, my little profile is there for all to see. I am gripped by a mild sense of apprehension about having my personal details on display. At the moment I have nothing to hide, but I imagine that later in life, when I am running for president, some clever researcher will unearth my Orkut profile and start asking difficult questions.
"It says here you drink regularly, Ms Guedes. Are you an alcoholic?"
"No, I was a journalist then. Next question..."
"It says here that your favourite movie is Shawshank Redemption. Does this mean that you are against the concept of increased security in our prisons?"
"Oh for goodness` sake, the guy was innocent, the warden was a jerk. Next question..."
Still waters
Google`s motivations for establishing Orkut actually run a little deeper than providing a playground for lonely geeks. Initially, it tried to purchase Friendster, but after it was turned down, set about building its own bigger, better network. Google has seen the future of online search, and it`s not going to get left behind.
Historically, search engines don`t have a way of searching for people, accessing experts on certain topics or connecting people with similar interests. This is all set to change with the introduction of social networking. While at this stage, Orkut is merely about linking people together, the database of personal information that is being built online is every marketer`s dream. And while Google`s intentions are to provide another service to the public, the revenue-generating possibilities of such a database must be fairly enticing.
Orkut`s initial privacy policy did little to dispel this paranoia, as an article on The Register pointed out. The policy originally stated: "By submitting, posting or displaying any materials on or through the orkut.com service, you automatically grant to us a worldwide, non-exclusive, sublicenseable, transferable, royalty-free, perpetual, irrevocable right to copy, distribute, create derivative works of, publicly perform and display such materials."
Fair enough. This policy appears to have been updated, however, the original intentions driving this wording must remain. Which makes it a really good idea to hold back on any original ideas you might otherwise have publicised to your contacts on Orkut. Consequently, with members being wary of what level of information they include, the efficacy of the system is compromised. Regardless, personalised search is going to be the next big thing.
Here be giants
Even Microsoft`s chief exec, Steve Ballmer, has admitted that his company`s neglect in developing search technology was a huge strategic misstep. In an article on CNN, he announced that Microsoft is now throwing the weight of its R&D department at the problem, and will in future be going head to head with Google and Yahoo.
All of this is contributing to taking us one step closer to the dream of completely personalised computing. However, at this point, it is difficult to decide whether participating in social networking opens us up to a world of possibilities, or merely to an inbox full of personalised spam.
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