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The race of the neighborhood networks shows: those who want to survive alongside Facebook must be different.

Social networks: in a good neighborhood

The race of the neighborhood networks shows: those who want to survive alongside Facebook must be different.

Social networks: in a good neighborhood
Content
  • Page 1 — in good neighborhood
  • Page 2 — Nebenan.de now links 6,500 districts
  • Page 3 — Seven networks at a glance
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    That re is more useful than Facebook, I noticed when Hanne stood in our door, our "Loan Grandma". We have found you via Nebenan.de, an online network that is like Facebook for free, but does not connect friends and acquaintances across all borders, but residents within a neighborhood. People who do not necessarily know each or, but who can meet each or on street every day, are recommending organic supermarkets, lend each or tools or arrange for cooking evening. "Looking for a child carer", I had written--promptly, Hanne, most amiable and most reliable child-woman who could wish for children and parents. Nebenan.de had won with me.

    However, until portal had won our place on outskirts of Hamburg, it took a few months – until number of registered neighbors had risen to more than a hundred. This number is important because it can explain how social networks work. For Christian Mann, who founded Nebenan.de in year 2015 toger with Till Behnke in Berlin, hundred first members from a quarter are "critical mass" or even "tipping point". This tipping point must reach online networks in a community in order to survive in long run. "If first 100 users have registered in a quarter of us, n network starts to make use of m," says full man, "y will stay and attract more and more neighbors."

    He knows world of social networks well: The entrepreneur was once an investor at StudiVZ, which counted several million users in Germany about ten years ago, but has received rise of Facebook. The market for online networks is a winner takes it all market, says man. means: If re are several very similar networks for same target groups, only one can prevail in long term.

    This article comes from time No. 16/2018. Here you can read entire output.

    Facebook is best example of this: most of its more than two billion users have registered re because only most of ir friends are listed re. And you have to stay if you don't want to become an outsider – as much as you also with group and its founder Mark Zuckerberg, because it does not prevent possible misuse of user data by analysis company Cambridge Analytica and n long Has concealed. Experts call this "lock-in effect". With critique of Facebook, a number of networks are trying to score, to collect less data and to refrain from advertising (see below). But even if y meet wishes of many users, y are simply too late.

    Social networks need to distinguish mselves if ir creators want to attract users in spite of Facebook. In network path, for example, one could initially only connect with its 50 closest acquaintances. And network "A Small World" aims to connect wealthy of this world, but it also pays 85 euros per year.

    The importance of speed is seen in neighborhood networks. Because Nebenan.de has a powerful competitor: company Nextdoor, which has networked 165,000 neighborhoods in USA and is rated with more than one billion dollars, also intervenes in Europe. Nirav Tolia, founder and CEO of Nextdoor, has great hopes: in Europe people are more deeply rooted in ir neighborhoods than in US immigration country. And because y are more frequent on foot, by bike, by bus or train, y also experience ir neighborhoods more intensely. "Germany is an important market for us," says Tolia. He believes it is unlikely that several providers can exist in long term.

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