User:Socialmediamaven

Presence-Based Social Networking is an emerging social networking model that links the virtual information and social context of Internet social networking sites to the physical world. As social networking migrates from the computer to real life via mobile devices, presence will give life to digital relationships in the real world and expand connections online.

Presence in social networking builds upon the foundation of location-based services. Location-based services are about mapping information – events, reviews, places. It’s static.

In contrast, presence builds on location by giving users a sense of where their friends are and allowing them to add the element of connection to all of their social networking and social media. Presence gives users the feeling of being attached to their friends and the world around them instead of looking at a static profile page – it’s about getting the most out of relationships wherever they are.

History
The first presence-based social networking service was launched in 2008 in the Netherlands by In Real Life (IRL), the only presence-based social networking company that adds presence to social networks and social media. The company’s product, IRL Connect, allows users to take their friends from any social network and visualize them on the map to find, meet and communicate.

Applications
Some examples of presence-based social networking applications include:

•	New connections – Presence-based social networking will increase the visibility of and enrich digital relationships, leading to connections in real life.

•	Deeper relationships – Real-life relationships will be more tangible regardless of location. Presence-based social networking reduces the feeling of distance by giving a visual connection by presence and making friends feel very close.

•	Global citizens - Awareness of relationships by proximity will broaden our connections with the world and those around us.

•	Back to reality - Digital relationships have a wall of anonymity, which creates distance. Presence is a way to break down that wall, to re-attach to reality and maintain relationships and bring visibility where it didn’t exist before.

•	User generated content – With presence, user generated content like IM, video, photos and audio that previously did not have geographical context will now drive conversation and become part of the real world infrastructure.

•	Privacy by preference – Because locations are approximated, users get an added layer of privacy and control over what other users can and cannot see.

•	Localized advertising 2.0 - Localized advertising is more personal because it can be addressed to you based on your interest, location and profile

Mobility
Location or where you are, is currently not a driving factor for people using social networks on the Internet. It’s only being applied in the mobile social networking space, which is still evolving as devices do not yet fully support a social digital experience. Presence-based social networking must evolve to become part of the users’ social experience that they want to take with them, starting with the social networking market that exists on the Internet. According to ComScore Media Metrix there were 506 million social networking users worldwide in 2007. Once users base their real life and virtual connections around location on the Internet, they will demand mobility.

Privacy
As with many large social networking services, privacy and security are an issue when it comes to revealing personal information. With presence-based social networking, locations are approximated, so users get an added layer of privacy and control over what other users can and cannot see.