Building Social Web Applications: Establishing Community at the Heart of Your Site

Building Social Web Applications

Building Social Web Applications

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Beijing • Cambridge • Farnham • Köln • Sebastopol • Taipei • Tokyo

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Table of Contents

Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xvii 1. Building a Social Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 %XLOGLQJ$SSOLFDWLRQV 7KH'LVWULEXWHG1DWXUHRI6HHPLQJO\(YHU\WKLQJ 5HDO7LPH6HUYLFHV $3,VDQG7KHLU,PSRUWDQFH &ROOHFWLYH,QWHOOLJHQFH7KH1HZ$UWLILFLDO,QWHOOLJHQFH 6XPPDU\

     

2. Analyzing, Creating, and Managing Community Relationships . . . . . . . . . . . . . . . . . 7 $QDO\]LQJ
        

3. Planning Your Initial Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 'HFLGLQJ:KDW
        

vii

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4. Creating a Visual Impact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 '\QDPLF,QWHUDFWLRQV 7KH3RZHURI3DUWLDO3DJH5HORDGV 'HVLJQLQJ$URXQG&RPPXQLW\*HQHUDWHG,QWHUQDO3DJHV 9LVXDO'HVLJQDQG1DYLJDWLRQ 'HVLJQ)LUVW 3DJH7\SHV 'HVLJQHU5ROHVDQG7HDP$SSURDFKHV &RS\ZULWLQJ 6XPPDU\

        

5. Working with and Consuming Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 0HGLD7\SHV$IIHFW&RQVXPSWLRQ6W\OHV $QDO\]LQJ&RQVXPSWLRQ3DWWHUQV &ROOHFWLQJ&RQVXPSWLRQ'DWD 0HGLD(YROYHVDQG&RQVXPSWLRQ6W\OHV&KDQJH £FRPPHQWLVIUHH¤ $PD]RQ5HDGHU5HYLHZV(QFRXUDJH3XUFKDVHV 1HZ6HUYLFHV5HVSRQGWR(YROYLQJ1HHGV 0XVLF 3KRWRV 9LGHR 6XPPDU\

          

6. Managing Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 5HVLVWDQFH 6FKHPD7KHRU\ :HE&RPPXQLWLHVDQG&KDQJH ,QWHUQDO:RUNIORZ &RPPXQLW\0DQDJHUV 6XPPDU\

     

7. Designing for People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 0DNLQJ6RIWZDUHIRU3HRSOH :DWHUIDOOV$UH3UHWW\WR/RRN$W viii | Table of Contents

 

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8. Relationships, Responsibilities, and Privacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109 :H$UHLQD5HODWLRQVKLS" 3HUVRQDO,GHQWLW\DQG5HSXWDWLRQ +DQGOLQJ3XEOLF3ULYDWHDQG*UD\,QIRUPDWLRQ 3ULYDF\DQG$JJUHJDWH9LHZV 6HH%XW'RQ¦W7RXFK5XOHVIRU$GPLQV 3ULYDWHE\'HIDXOW" 6HWWLQJ([SRVXUH/HYHOV 0DQDJLQJ$FFHVVIRU&RQWHQW5HXVH$SSOLFDWLRQVDQG2WKHU'HYHORSHUV &RQWHQW5HXVH 'RQ¦W*LYH$ZD\7RR0XFK3RZHU /LFHQVLQJ&RQWHQW 6XPPDU\

           

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9. Community Structures, Software, and Behavior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

                            

10. Social Network Patterns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155 6KDULQJ6RFLDO2EMHFWV 5HODWLRQVKLSVDQG6RFLDO2EMHFWV 'HWHUPLQLQJWKH5LJKW6RFLDO2EMHFW 3XEOLVKHG6LWHV([SHFW$XGLHQFHV 'HHSDQG%URDG6KDULQJ &DSWXULQJ,QWHQWLRQDOLW\ &RKHVLRQ )LOWHULQJ/LVWVE\3RSXODULW\ )LOWHULQJ/LVWVWR6KRZ5HFHQW&RQWHQW &DOFXODWLQJ3RSXODULW\$FURVVD6LWH &RPPHQWLQJ)DYLQJDQG5DWLQJ x | Table of Contents

          

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11. Modeling Data and Relationships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179 'HVLJQLQJ85/V *HWWLQJWRWKH5LJKW85/ 3HUPDOLQNV 3XWWLQJ2EMHFWVRQWKH,QWHUQHW ,VVXLQJ,GHQWLILHUV ,GHQWLI\LQJ3HRSOH 8VLQJ'DWD'ULYHQ6LWH'HVLJQ +DQGOLQJ&RQWDLQPHQW &KDQJLQJ,GHQWLWLHVDQG/LQNLQJ&RQWHQW ,GHQWLW\DQG&RQWH[W'HSHQGHQW9LHZV ([SORULQJD9LGHR([DPSOH $JJUHJDWLQJ'DWDWR&UHDWH1HZ&RQWHQW ([SORULQJ*URXSV +DQGOLQJ*URXSVDQG3ULYDF\ +DQGOLQJ3ULYDF\DQG6FDOLQJ,VVXHV 0DNLQJWKH0RVWRI0HWDGDWD &RQQHFWLQJWKH5HODWLRQVKLSWRWKH&RQWHQW 0RGHOLQJ5HODWLRQVKLSV (QWHULQJWKH*HRZRUOG %HFRPLQJ£%URNHUVRIWKH:RUOG¤ &RQVLGHULQJ7LPH,PSOLFDWLRQV /RRNLQJ%H\RQGWKH:HE 6XPPDU\

                      

12. Managing Identities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209 ([LVWLQJ,GHQWLWLHV )RUPVRI,GHQWLILFDWLRQ (PDLO 5HDO1DPHV9HUVXV$OLDVHVDQG6FUHHQ1DPHV 2SHQ,' 7LSVIRU$FFRXQW5HJLVWUDWLRQDQG9HULILFDWLRQ 7KH1HHGIRU3URILOH3DJHV 3URILOH3DJH$QDWRP\ 5HDO:RUOG3URILOH3DJHV

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13. Organizing Your Site for Navigation, Search, and Activity . . . . . . . . . . . . . . . . . . . . 225 8QGHUVWDQGLQJ,Q3DJH1DYLJDWLRQ 7DJJLQJ&RQWHQW 6HDUFKLQJIRU3HRSOH &RQQHFWLQJ3HRSOH7KURXJK&RQWHQW 3URYLGLQJ$FWLYLW\3DJHV 'HWHUPLQLQJ$FWLYLW\3DJH&RQWHQW )LOWHULQJ$FWLYLW\/LVWVDQGWKH3DVW 8VLQJ5HSOLHVWR&UHDWH&RQYHUVDWLRQV $OORZLQJIRU&RQWHQW,QLWLDWLRQ9HUVXV&RQWHQW)ROORZ8S 3URYLGLQJIRU(PDLO8SGDWHV &UHDWLQJ566)HHGV :KR6WROH0\+RPH3DJH" 3URYLGLQJIRU6LWH1DYLJDWLRQ &UHDWLQJ3DJH7LWOHV 6XPPDU\

              

14. Making Connections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249 &KRRVLQJWKH&RUUHFW5HODWLRQVKLS0RGHOIRU
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15. Managing Communities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

                  

16. Writing the Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285 6PDOO,V*RRG$5HSULVH +RZ6RFLDO$SSOLFDWLRQV'LIIHUIURP:HE$SSOLFDWLRQV $JLOH0HWKRGRORJLHV 'HSOR\PHQWDQG9HUVLRQ&RQWURO 7HVWLQJ/LYH,V3RVVLEOHEXW8VH&RQGLWLRQDOLW\ 7HVW'ULYHQ'HYHORSPHQW $XWRPDWHG%XLOGV0DNH0DQDJHPHQW(DVLHU $SSO\LQJ'HYHORSHU7RROVWR6RFLDO$SSOLFDWLRQV 0DNLQJ8VHRI)OH[LEOH'HYHORSPHQWZLWK
                    

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17. Building APIs, Integration, and the Rest of the Web . . . . . . . . . . . . . . . . . . . . . . . . 331 £2QWKH,QWHUQHW¤9HUVXV£,QWKH,QWHUQHW¤ 0DNLQJ
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18. Launching, Marketing, and Evolving Social Applications . . . . . . . . . . . . . . . . . . . . . 355 /RYLQJDQG+DWLQJWKH+RPH3DJH
     

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Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 385

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Preface

2YHUWKHSDVWGHFDGHWKH:HEKDVEHFRPHDQLQFUHDVLQJO\VRFLDOSODFH6RFLDODFWLYLW\ KDVPRYHGEH\RQGPHVVDJHERDUGVWREHFRPHDZLGHUSDUWRIWKH,QWHUQHW0RVWSHRSOH KDYHKHDUGRI)DFHERRN0\6SDFHDQG7ZLWWHULQGHHGPDQ\SHRSOHQRZKDYHDSURILOH RQDVRFLDOQHWZRUN7KHWHUPVRFLDOPHGLDLVSDUWRIRXUOLYHVIRUEHWWHURUIRUZRUVH DQGH[SUHVVLRQVVXFKDVFLWL]HQMRXUQDOLVPDUHFRPPRQSODFH)DFHERRNDORQHKDVPRUH WKDQPLOOLRQUHJLVWHUHGSHRSOH :KDWLVGLIIHUHQWLQWKLVQHZZRUOG"3HRSOHZLOO FRPHWR\RXZLWKDSULRUH[LVWHQFHWKH\DUHRQWKH:HEDOUHDG\
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xvii

Who This Book Is For 7KHERRNLVDLPHGSULPDULO\DWGHYHORSHUVDQGGHVLJQHUVRIDOONLQGVSURGXFWLQWHU DFWLRQDQGYLVXDO DVZHOODVSURMHFWPDQDJHUVDQGHGLWRULDOVWDIIPHPEHUV7KHVHDUH WKHSHRSOHZKRZLOOEHLPSOHPHQWLQJDQGUXQQLQJWKHDFWXDOSURGXFW,I\RXDUHDOUHDG\ UXQQLQJDZHEFRPPXQLW\SHUKDSVDVDFRPPXQLW\PDQDJHURUDGHYHORSHUHYDQJHOLVW WKLVERRNZLOOKHOS\RXILJXUHRXWKRZWRH[WHQGWKHIXQFWLRQDOLW\RI\RXUVLWHWRPDNH WKHPRVWRI\RXUFRPPXQLW\,I\RXKDYHRQHRIWKHPDQ\RWKHUUROHVLQYROYHGLQPDNLQJ D ZHE FRPSDQ\ WLFN¢EXVLQHVV RZQHU ZHE SURGXFHU PDUNHWLQJ RU HGLWRULDO¢WKLV ERRNZLOOKHOS\RXXQGHUVWDQGWKHLVVXHVLQYROYHGLQEULQJLQJSHRSOHWR\RXUZHEVLWH

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What You’ll Learn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CHAPTER 1

Building a Social Application

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Summary | 5

CHAPTER 2

Analyzing, Creating, and Managing Community Relationships

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10 | Chapter 2: Analyzing, Creating, and Managing Community Relationships

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12 | Chapter 2: Analyzing, Creating, and Managing Community Relationships

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14 | Chapter 2: Analyzing, Creating, and Managing Community Relationships

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Analyzing the Essence of Your Community’s Needs | 15

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16 | Chapter 2: Analyzing, Creating, and Managing Community Relationships

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Analyzing the Essence of Your Community’s Needs | 17

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18 | Chapter 2: Analyzing, Creating, and Managing Community Relationships

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Analyzing the Essence of Your Community’s Needs | 19

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20 | Chapter 2: Analyzing, Creating, and Managing Community Relationships

CHAPTER 3

Planning Your Initial Site

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30 | Chapter 3: Planning Your Initial Site

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46 | Chapter 4: Creating a Visual Impact

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Design First | 47

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Design First | 49

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52 | Chapter 4: Creating a Visual Impact

CHAPTER 5

Working with and Consuming Media

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53

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Web

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Many people listen to albums in their entirety. Factual books are slightly different, as there is no plot per se, but consuming them as a whole is still relevant.

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76 | Chapter 6: Managing Change

CHAPTER 7

Designing for People

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78 | Chapter 7: Designing for People

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80 | Chapter 7: Designing for People

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Identify Needs with Personas and User-Centered Design | 81

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82 | Chapter 7: Designing for People

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84 | Chapter 7: Designing for People

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86 | Chapter 7: Designing for People

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88 | Chapter 7: Designing for People

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Learning to Love Constraints

Learning to Love Constraints | 91

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92 | Chapter 7: Designing for People

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Learning to Love Constraints | 93

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96 | Chapter 7: Designing for People

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98 | Chapter 7: Designing for People

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104 | Chapter 7: Designing for People

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106 | Chapter 7: Designing for People

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108 | Chapter 7: Designing for People

CHAPTER 8

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122 | Chapter 8: Relationships, Responsibilities, and Privacy

CHAPTER 9

Community Structures, Software, and Behavior

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124 | Chapter 9: Community Structures, Software, and Behavior

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138 | Chapter 9: Community Structures, Software, and Behavior

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148 | Chapter 9: Community Structures, Software, and Behavior

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150 | Chapter 9: Community Structures, Software, and Behavior

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154 | Chapter 9: Community Structures, Software, and Behavior

CHAPTER 10

Social Network Patterns

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156 | Chapter 10: Social Network Patterns

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CHAPTER 11

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180 | Chapter 11: Modeling Data and Relationships

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206 | Chapter 11: Modeling Data and Relationships

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208 | Chapter 11: Modeling Data and Relationships

CHAPTER 12

Managing Identities

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209

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Description

Email address

Used to identify the person outside your application and for account confirmation and password reset.

Password

The means of proving who someone is once he has confirmed his email access.

Name of person

The real name of the person; usually requested as first and last names. This can be optional; see “Real Names Versus Aliases and Screen Names” below.

Screen name

An internal name for your application, which has two benefits: it avoids using an email address as a public identifier and avoids duplication in terms of real names. Some systems allow this to be set only once, which is probably a good idea. People tend to reuse the same unique handle on multiple sites.

OpenID

A new system offering an identity that will work on multiple sites; URL-based.

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210 | Chapter 12: Managing Identities

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Forms of Identification | 211

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Forms of Identification | 213

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Description

Real name

Allow first and last names to be entered separately so that you can use the first name as a greeting.

Screen name

Make this obvious and visible; it is also likely to be used in the URL for the page, so consider allowing it to be set only once (see Chapter 11 on URLs).

Gender

Consider whether you need this information at all; certainly make it optional to display.

Age

Determine whether you need to gather this information for legal reasons; make it optional to display.

Email

Gather this as part of the sign-up process. It should not be publicly visible, but optionally visible to contacts.

IM (Instant Messenger)

Make this optionally visible; consider making this an active link, AIM, or similar.

Web page

Create a link to the person’s web page for her wider identity on the Internet (see Chapter 14 on the XFN microformat).

Bio

Provides a free-form description of what the person does.

Interests

Displays lists of films, music, and authors; very common on websites with a more social focus.

Location

Geographic location is an increasingly important area on the Web (see Chapter 11 on modeling data).

Current affiliation

Useful on job-related sites; displays job title and employer.

The Need for Profile Pages | 215

Property

Description

Previous affiliation

Allows maintenance of a record of previous affiliations. Can be simply a list of job titles and employers, or can be more complex and include dates of employment.

Recommendations

Provides the possibility for recommendations or endorsements. Control over display of recommendations should reside with the owner of the page.

Publications/examples of work

Offers links to external content that might be appropriate, depending on the site.

Avatar

Provides a visual identity for the person.

Add to network/friend or contact indicator

Allows you to add someone to a viewing network, or allows an indication of the current relationship status. This link should be displayed only in context. Logged-in people can add someone they do not know to their network. For people who are already connected, it should show state.

Link to person’s network

Provides a link to the network for the person or a sample of the network; on some sites, such as LinkedIn, display of this is under the control of the profile owner.

Recent content/activity

Shows the recent updates from the person, or a link to the person’s content on the site.

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216 | Chapter 12: Managing Identities

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The Need for Profile Pages | 217

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220 | Chapter 12: Managing Identities

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