Recently I had the opportunity to sit down with Alan Silberberg, CEO of You2Gov.com, a former White House staffer for former President Bill Clinton, to discuss his exciting new political social networking website. In addition to discussing You2Gov’s current and soon-to-be released features for users, we also discussed the evolution of politics in the new digital era and how social media is changing the landscape - fascinating to observe a whole new era of political action develop right before our eyes!?

Silberberg explained that he built You2Gov for one reason: to empower real people by providing them with extensive political communications tools and resources on a social network platform. Silberberg’s goal is provide the tools and information that will allow regular Americans to learn more about the issues they care about; form online communities with like-minded citizens; and to take action by using the simple tools available on You2Gov’s social network platform.

Silberberg made the great point that lobbyists often represent billion dollar corporations that are able to influence politicians in a variety of ways and that You2Gov.com provides a platform that shows average citizens that they too can be influential, just like the lobbyists - and that exercising their democracy is not as difficult as one might think.

On the information side, You2Gov.com aims to provide customized, relevant and current information about what’s going in the user’s political world, whether local or national. The web site is populated with valuable timely and relevant content that is provided both by You2Gov and its users, including current news, videos, useful links, a national calendar of events, a burgeoning forum community, and a government database that allows users to connect with the appropriate elected officials. All of this information is aggregated in one place - it is very simple, giving You2Gov.com users no reason to leave the web site to accomplish the task at hand: ACTION!

You2Gov.com not only connects normal citizens like you and I, but it also connects citizens (sometimes individually and sometimes coalesced as a group) with key decision makers. In the words of Silberberg, “Collectively, every American citizen owns the government, so why not leverage our collective voice?”

With the growth of You2Gov, politicians may be wary: this website presents a platform that not only aggregates all of the important information and tools, but it allows literally millions of like-minded Americans to organize themselves and take action. You2Gov gives every citizen a direct line of communication with their Government officials, allowing Americans to hold their representatives accountable. It will be interesting to see how politicians react - will they embrace the open communications or ignore it? And if it is the latter, will they really be able to get away with it given that everything will be public?

Silberberg’s site is rolling out new features periodically and users can expect a steady stream of improvements and new functionalities. According to Silberberg, “…web applications and social networking sites are like ‘legos’ nowadays. It’s not a matter of reinventing the wheel, it’s about how good of a ‘lego’ builder you are.” Silberberg’s website represents this vision.

Though recently launched, his site is solid, comprehensive, and garnering attention in the media.

My main criticism/suggestion would be some key usability and design improvements, improving the registration process and making things even more intuitive and easy-to-use. The features themselves are great and Silberberg’s vision includes even better tools that are being phased in (like allowing users to fax petitions from the site and a mobile version). With just a few tweaks, there is tremendous potential for You2Gov to grow very, very quickly.

During our talk, we discussed how many social networking websites are struggling because they don’t provide enough value or utility to enough people. Many larger social networks are gaining new users, yet retention, frequency, and ad rates are all on a downward slope. It’s obvious that Silberberg has done his homework and has big plans for You2Gov. His core principles are:

• Content is king
• Content creates conversations
• Conversations create community
• Communities take action

Where many social networking websites miss the boat is by focusing on number 3 alone. Or, they don’t give users the motivation or ability to actually take action or take advantage of the content and community for change. Social media, in the belief of Silberberg, represents a fundamental change in power.

He said, “Fortune 1000s and politicians alike are and will continue to be grappling with how to deal with the switch in leverage from companies, PR, and “big money” to individuals and constituents united for a cause and using social media as their megaphone.”

If you’re looking to amp up your involvement in issues you care about, I recommend logging on to You2Gov.com. They are well on their way to growing the site into a powerful force in the political spectrum.

Sign up (free) here

Create & upload a 30 second political commercial and win $1000 here

This blog article was also quoted on MarketWatch and you can read that article here.

What’s new and notable in the social networking realm?

• David Kirkpatrick, Senior Editor of Fortune, did an interesting write-up entitled “Geography, social media and breakfast“: “Combining social networks with geographic information was one of the big ideas at a gathering this week of uber-techies and media digirati in New York.”…”The next big thing is the integration of location-based information with social networking applications. At least that’s one conclusion I took from a high-energy “social media” breakfast for 100 techies in New York this week.”…”Not only will you see what someone is doing online, but you will know where they are doing it. That might significantly change how you relate to people in the real world.”…”Not merely entertainment, it is supposed to let you use Google maps to get things done with other people, as well as play games. Aktihanoglu says it will allow you to, among other things, in effect combine Craigslist with Google Earth. His motto: “Never be lonely again!” (It’s pretty hard to use so far, though.)”…”Geography is likely to get more important on the Net.”My Response: A very interesting and relevant article about the state of social networking and the integration of geography into the fray. I agree with Mr. Kirkpatrick and this is evidenced by several of our current social networking projects utilizing Google Mapping technology and geo-based functionalities. I’ve said this before and I’ll say it again: the next phase in social networking will be a “shakeout” of the social networks that aren’t relevant, aren’t adding value, and aren’t fulfilling a need or want in a simple, innovative way. People don’t want “just another social network.” No one wants to have to join and maintain presences on 10 social networks, especially if none are adding value and all are focused simply on trivial conversations and “pokes.” My belief is that in the future, one “broad” social networking is certainly needed (e.g. Facebook, or when a social platform succesfully connects ALL networks and gets broad appeal, so if you have a presence out there on one site, you have a presence on this main site). Several career (or student based, for younger people) based social networks would be valuable and additional sites will have to fulfill a want or need so well, and be so focused on adding direct value to their audience, that interested users will have no choice. Geo-based functionalities is simply an example of this new breed of valuable features that combine function with form in an innovative way.
• Esther Dyson of the Wall Street Journal wrote “The Coming Ad Revolution“: “The current online-advertising model will become less effective, even as it gets increasingly sophisticated. New players are emerging to devalue the spaces that the ad giants are currently fighting over. Companies you’ve never heard of called NebuAd, Project Rialto, Phorm, Frontporch and Adzilla are pitching tools to Internet service providers that will enable them to track users and show them relevant ads. This approach (called behavioral targeting and already in service by ad networks that track users through so-called tracking cookies) undercuts traditional online publishers, who employ content to lure users and to sell adjacent ads. Now, the ISPs can sell advertisers direct access to the same users.”…”This market will get more competitive, and users will be barraged by ads to which they will pay less and less attention. Call that public space, a world of billboards and cacophony. Even though the ads will be more “relevant” than ever, users will increasingly tune them out.”…”This does not mean that traditional online advertising will go away, just that it will become less effective. Value is being created in users’ own walled gardens, which they will cultivate for themselves in real estate owned by the social networks. The new value creators are companies — like Facebook and Dopplr — that know how to build and support online communities.”My Response: Key point here: when you’re serving a visitor with a relevant product, link, or company (note my omission of the word “ad”) at a time when they need or want this information, it’s not annoying. It’s helpful, valuable, and liked. Examples: Google’s Sponsored Search Results and Amazon’s Recommends. Except, too much of a good thing is a bad thing. So even more relevant ads isn’t necessarily wanted, either. On the other hand, any other method of approach in this day and age simply will not work that well anymore. With more and more clutter comes more and more selective vision and hearing. It’s exciting indeed to see the new technology on the horizon continue to evolve into more and more useful as mass advertising winds down.

Other notable articles:

• Presidential Hopefuls Spending Little On Web Ads. Why? Social Networking.
  “…We can all recognize collectively that modern social frameworks on the Web are remarkably efficient platforms and means with/by which messages can be relayed. And if we are to take into account the reality that many millions of Americans are connected in one way or another to online networks - if one should look at the growth of social networks over the last few years, one can see quite clearly that a very significant percentage of Internet users in the U.S. are connected to a social framework of some sort - it then must come as little surprise that advertisement spending by the present set of presidential campaigns has been, well, exceedingly small. Especially given the very momentous circumstances we find ourselves in.”
  
• Facebook on top of social networking tree, but you won’t find new friends or a job.
  “Facebook is still the most popular social networking site among students and graduates, and clearly ahead of Bebo and MySpace when put head-to-head according to Milkround.com’s student and graduate database. But users claim none of the major three offer enough help finding new friends or a job.”

P.S. Facebook, if you’re reading this, I’m SO tired of Facebook Application-originated SPAM! I understand things spread virally and that the current methods ensure the Facebook Platform grows and that Facebook app developers have an easy, viral method of transmitting their work and spreading their tools. It’s simply that when it becomes a nuisance/annoyance every time I log in to my account to have to clear tons of invitations and junk from my account, something is wrong. Am I not supposed to enjoy my logged-in time on Facebook? Because it’s starting to feel more like taking out the trash every week. To me, it’s the social networking version of e-mail forwards. Yes, the e-mail forward is originating from my friend, but with too many non-relevant forwards, pretty soon you block them all out and eventually set your spam filter to “kill mode.” To add insult to injury, it appears the mySpace is following the same path. Go figure. That is, go figure out how your social network can add value and spread ideas without becoming annoying, intrusive, and cluttered.

-RB