According to scientist Palme, there are several motives for people to use CMC (computer mediated communication, e.g. msn messenger, skype, sociale media) namely:
- Status and self-esteem, e.g. the possibility to communicate with experts
- Self-confidence, e.g. by improving their own expertise
- Comradeship, e.g. possibility to fight loneliness with interaction with others
- Inspiration, e.g. exchange ideas with others
- Generosity, give and receive support from others
A logical assumption is that the more possibilities a form of CMC offers to meet this needs, the more satisfying the use of the CMC will be. When a social media website meets all these motives, does that mean that this form of social media immediately become really popular? The answer to this question is: no. Namely, there is already a social network site that meets all the motives for use: the social search engine Aardvark. Despite the fact that it exist for a couple of years already, it still has not grown to a globally known and used website. Of course this needs time and there are still many people who believe that Aardvark will be the new trend in Social media, including Google. In 2010 Google bought the social search engine, created in 2007 by two former employees of Google, back for 50 million dollar.
So, will Ardvark be the new trend in social media? Read the rest of my post and decide for yourself.
Aardvark, what is it?
Aardvark is a free search engine, but not one as we already know. Instead of directly providing information available on the internet, it searches for people in the social network of the users who can give answer on the users’ questions. It works as follows:
First sign in to the website www.vark.com. After signing in you can ask a question about all kinds of subjects. Aardvark sends this message to people in the global aardvark network who probably have the right expertise to give answer to your question. These people answer your question and send it back to Aardvark, then Aardvark sends these answers back to the asker of the question by e-mail. Aardvark selects the answerers for a question, by analyzing their profiles and ask and answer history.
Why react on a question of others?
The answer to this question is actually quite simple and is fully consistent with 4 of the 5 previously mentioned motives for the use of CMC. People can give their opinion about different subjects and can show that they are the ‘experts’ in that area. They also can help others out and increase their network by meeting new people. Because the use of Aardvark makes the users ( the questioners, but also the answerers) start thinking about new subjects, it can also contribute to enlarging their field of expertise.
If you want to learn more about Aardvark, just try it out sometime! I had four answers to my question in less than ten minutes.