Understanding the Experience of Social Network Sites

Social media in 2009, and social network sites in particular, reached new heights of popularity and adoption. It was no longer unusual for clients to request that designers ‘add Facebook’ to their respective sites, mainly for the purpose of increased engagement and community building for their brand as a part of a greater social marketing strategy. Although social networking sites have become commonplace, designers had not yet explored two important notions:

  1. What kind of social experience do social networking sites foster?
  2. Do social networking sites encourage community?

Understanding the Experience of Social Network Sites