In stealth mode for now, San Francisco-based Plum
is an easy-to-use service that lets you mash up -- to use
the au courant term -- what's on your desktop and what's on the Web,
putting all of it on one Web page that's not only for your own use but
for the perusal of family members, friends and acquaintances, and other
potentially interested parties. That is to say: the entire world. Plum definitely exploits the user-centric mindset that's swept the Web in recent months and years. Read about Plum on MarketWatch.
Engineers have busily been writing code to create tools with a "social"
aspect, like Plum, ever since Friendster showed that social networks --
or people just being people -- can attract big crowds in the new-media
world. From social networks sprang other services hoping to capitalize
on modern society's navel-gazing desire to create (on their own time
and dime) and to share.
At times, of course, these media neophytes attach their self-indulgence
to promotional skills on par with those of Dick Grasso in his NYSE
heyday. Thus, while their output itself may range from brilliant to
innovative to pointless to silly, it does tend to command
disproportionate attention.
Hence the emergence of social bookmarking sites like
del.icio.us;
social photo sites, such Flickr; social content sites, like Rojo.com;
social search sites, like Rollyo; social Web organizers, like Kaboodle;
and video sharing sites, like Grouper.com, YouTube and Google's Video,
just to name a few. On the upside: such services help to solve the latest media conundrum:
How to drive up page views by providing the audience with low-cost
tools to sell themselves, or their alter egos, or their own creative
content? The downside: We're now truly entering
The Al Franken decade,
only now everyone gets to replace the comic, author, radio host and
presumptive Senate candidate's name with his or her own. Another key
difference: Franken was joking.
The emergence of these social services, if you will, reminds me of the
days when retailing on the Web seemed like the greatest idea. Back
then, the thought was that it would be cheap and easy to put up a
virtual shingle and set up shop because there would be no expensive
real-estate costs or inventory concerns. But what e-tailers were later
faced with were rising costs in marketing, technology and shipping. In like vein, if anyone thinks they can create the next hot-media portal
tossing these tools out to the people, he or she would be
wise to prepare for unforeseen costs and consequences. I'm not sure
what the fallout will be, but a trail of useless tools is one possible
outcome. Another observation: Most people grow tired of creating, or they'll need far more incentive to create. They'll start
projects without finishing, resulting in half-baked Web pages and
would-be news sites that ultimately are nothing more than one-off
snapshots in time. Like the many cardboard folders I've created and
then shoved in my desk or into storage boxes. At some point, they lose their value, and we end up with a bunch of
useless Web pages or dead blogs just taking up space and clogging up
searches. But, hey, each is an individual user's media portal, and users can do -- or fail utterly to do -- whatever they want.