The other side of Web2.0 monopoly: when people gather, they must disperse
When the Internet moves from Web 1.0 to Web 2.0, from a readable, content-centric “information portal” to a readable, writable and interactive, it begins to reflect the characteristics of “social network”; and with the development of big data algorithms , index recommendation and other technologies are continuously optimized, social network media has become more intelligent and sticky, this change not only accelerates the continuous concentration and precipitation of users and data, but also accelerates the personal and corporate “moments” on the same social platform. Form and grow, interweaving a powerful social network graph.
With “social network graph” as the core, the Web2.0 social network platform has become the main battlefield for various products, services and industry KOLs to carry out information transmission, value evangelism, brand building, marketing communication, fan interaction, traffic realization, etc. So far, the “social network platform” has become the holy grail of Web2.0, and with its huge user scale, strong social relationships, and massive big data as resources, it has been tapped into a huge commercial The value has created a business empire with a scale of over trillions such as Facebook, Twitter, and WeChat.
There is no doubt that social networks have played a huge commercial value in the era of Internet Web 2.0, but as the “centralization” feature becomes more and more obvious, users lose the autonomy of personal data, resource monopoly stifles small and micro innovation, and big data algorithms “kill”. Issues such as “cooked” are increasingly condemned and questioned. There are people who keep saying “the world has suffered from Web 2.0 for a long time”, and breaking this situation has gradually become a stronger and stronger consensus.
The emergence of blockchain and Web3.0 brings the dawn of hope for “breaking the game”. With the emergence of blockchain and Web3.0, there has been a strong collision between decentralization and centralization. Decentralization ideas and technologies have shown strong creativity and “destructiveness”, and from Web2.0 The bottom layer begins to deconstruct. More and more people are beginning to realize that the Web 2.0 social network will inevitably move towards “the gathering and dispersing”. Then, with the blockchain as the underlying technology, under the development trend of Web 3.0, what will happen to the social network? Will it bring more room for imagination?
The ideal is plump, but the reality is a bit awkward
1. DApp + centralized platform = fragmented business closed loop
The emergence of BTC has brought about the innovation of encrypted digital currency and the development of blockchain, while ETH, as a general smart contract and decentralized application platform, has extended the innovation to a wider range of commercial applications. In particular, the popularity of DeFi, GameFi, NFT, and the Metaverse seems to be the spring of Web3.0 DApp development.
On the one hand, various DApps are committed to the innovation of professional applications, and at the same time, they also pay special attention to the development of the community. It can be said that community building has become the basic element of the healthy development of DApps. However, we found that for phenomenal applications such as Uniswap, Compound, and YFI, almost all of their community users gather on third-party centralized social networking platforms such as Twitter, Telegram, Discord, and WeChat. DApp users seem to have become accustomed to tracking the project party’s news on Twitter, chatting about topics related to the token economy in Discord, and flooding the project party’s WeChat group. And when you want to mortgage, borrow, provide liquidity and other operations, you still have to go back to the DApp’s operation interface. So far, no DApp can establish a complete business closed loop based on its own business level. As the founder of a well-known wallet said, although the Web3.0 network can realize the confirmation of users’ data, but the value of the confirmed data leaves the network and relationship, and the value will suffer huge losses, so it is still difficult for users and project parties. Leave the web2.0 platform.
The obvious disadvantage of the fragmented business closed loop is that the user groups are all closed on the centralized social network platform, and the community cannot move freely.
DApp needs to establish user groups in centralized social media, which is very ironic for Web3, which advocates decentralization! The root cause is the lack of native, permissionless decentralized social networks in the crypto world.Obviously, this is a problem, and certainly a rare opportunity.
2. The crypto world lacks native social networks
The products and services in the Web 2.0 era are mainly developed around “user needs”, which is the closed loop of commercial value finally landing, so “people” occupy the core position in it, so social networks have received significant attention and outstanding development.
In Web 3.0, “protocol” has become the core basic element, and the primary consideration is how to establish trust and interconnection between machines and software. “Centralization, trust and permission”, these characteristics seem to be closely related to people or institutions of people, while “decentralization, trust and permissionless” marginalized people from the beginning (of course, this is the strategy The problem, in the end, is to serve people), the encryption world advocates “Code is the law”, and the result is: currency protocolization, which realizes extensive connection at the asset level; on-chain behaviors are intelligently contracted (protocolized) to achieve The free combination and scalability of the protocol; the protocolization of the underlying infrastructure layer, the construction of trusted network, trusted computing and trusted storage, and the realization of trusted interconnection from the bottom layer of the Internet. But as a “person” or “interpersonal network”, in the native encrypted world, it seems to have lost his dominant position. We recognize the idea of Web 3.0 decentralization, so we can remove the “centralized dominance” of people, but not the “main body” of people. We know very well that without people, what is the meaning of this world?
At present, with the efficient support of centralized social network platforms, the development of DApps is still very rapid, but who can ensure that “centralization” does not do evil? Isn’t the purpose of Web3.0 decentralization just to reduce the risk of centralization? So it’s time to focus on the development of decentralized social networks.
3. “Precision sniping” in a decentralized state
Web2.0 is a typical centralized platform economy, and the platform “one-to-many” aggregates all ecological parties.Because of the centralized feature, the platform has unilateral advantages in terms of resources, efficiency, user traffic, etc., so it has the right to speak the “microphone”. For apps, making good use of this advantage can get huge blessings in guiding user traffic conversion, marketing communication, etc.
However, due to the decentralization of Web 3.0, the center of “platform” was first removed, which made resources, assets, users, etc. in a distributed and fragmented state, and the mutual relationship became “point-to-point”, and each fragment seemed to become “isolated, free”. In this case, how can DApps form cohesion?
This needs to rely on consensus! In the encrypted world triggered by blockchain, consensus is the foundation of everything and has powerful power, just like a popular saying on the Internet: SX’s consensus is also consensus. So how do you get consensus? Of course, everything revolves around “interests”.
The “microphone” is handed over to the DApp’s ecological community, which is an autonomous network formed by stakeholders. Whether it is a developer, investor, contributor or user, every participant is a stakeholder, which is a precise “granularity”. Obviously, Web3.0 tries to resolve the risks brought by the centralization of Web2.0, and at the same time loses the scale advantage of centralized resources, but captures stakeholders. Is this considered “precise sniping”? The next thing to do is to find a “sniper rifle” to connect these scattered but precise “particles” and become effective, promoting the formation of a powerful decentralized consensus force. We believe that when the development of DApps is imminent, only the decentralized social network graph is weaving the protocol network around “people”, and it is not necessary to integrate into DApps without permission, and empowering DApps with social attributes will be an important task.
4. Three steps of social network graph aggregation change
Next, we graphically express the aggregated transition of social networks from Web2.0 to Web3.0.
The Web2.0 social network platform firmly controls the ownership, control and value distribution of platform data by virtue of its control over the technical infrastructure, as shown in Figure 4-1:
Figure 4-1 Operation Mode of Web2.0 Social Network Platform
Its advantages come from the “centralization” support of the underlying technical structure, so the core of solving the problem of “returning ownership to users” is how to remove the centralized platform. But removing the centralized platform does not directly deconstruct it in operation, but from the beginning of building the social network graph, it no longer relies on the centralized platform, but proceeds from the bottom up, which feels a bit like ” Quietly enter the village, don’t shoot.” Not relying on a centralized platform means that data resources such as user identities, content, and social relationships are distributed, dissociated, and fragmented from the very beginning. Not only do users lose their relationship with each other, but their data will also lose their relationship with the users themselves. But this is the first step towards decentralization, as shown in Figure 4-2.
Figure 4-2 Step 1: The state of user data after removing the centralized platform
Obviously this is not the result we want. How to do it? The centralized platform grants users an identity within the platform by registering, filling in the user’s nickname, avatar, phone number, and email. This identity does not really belong to the user. In Web 3.0, the blockchain address is used to uniquely identify users, and the user’s identity, content, digital assets, social relationships, and on-chain behavior are all associated with this address. As long as you have the private key of this address, you have all the data of this address, thereby establishing the association between the user and his own identity and data again. This is the second step, as shown in Figure 4-3.
Figure 4-3 Step 2: Identify and associate user identities and data with blockchain addresses
At this point, the centralized platform can no longer arbitrarily control the identity and data of users. Users have gained autonomy and can control and manage their own data on the chain, but they have not yet shown the most basic prototype of “decentralized social network graph”. , because there is no connection and interaction between users.Phenomenal DeFi applications such as Uniswap, Compound, and AAVE have a large number of users, but the project party still needs to return to centralized platforms such as Twitter and WeChat to acquire users and operate communities, and users cannot communicate with each other in Dapp. Direct communication and interaction at the business level.
The next problem to be solved becomes obvious, that is, how to establish a “decentralized social relationship” between users, thereby presenting the prototype of a “decentralized social network graph”. What is introduced here is the method adopted by most social network protocols at present – NFT modularization. This is the third step, as shown in Figure 4-4.
Figure 4-4 The third step: modularize user identity, data and social relations with NFT
NFT is the abbreviation of Non-Fungible Token, which means that each Token is different. This feature is very suitable for the overall packaging of on-chain data such as user addresses, identities, created content, on-chain behaviors, digital assets, and social relationships into an NFT, which not only “returns ownership to users”, but also truly realizes user ownership and user control. , and can change dynamically with the changes of user data and behavior on the chain. More importantly, NFT itself is an encrypted digital asset, which can realize the assetization of user identity and data, and then participate in circulation and transactions, opening an effective way for users to create value, realize value and obtain value distribution.
Here, the decentralized social network graph consists of three basic components, namely Profile, Follower, and Following:
- Profile is expressed as ProfileNFT in NFT, including user address, personal information, creative content and digital assets, etc.;
- The Follower NFT records the social relationship caused by others following you. For example, if Zhang San follows you with address A, Zhang San creates a Follower NFT associated with address A; this NFT is owned by Zhang San, but you can Control the number and content of releases.
- Following NFT records the social relationships you follow others, and the number of Following NFTs you have represents how many other people you follow.
Through the above three steps, we have constructed the basic prototype of the decentralized social network graph of “user identity + friend relationship”. Based on this prototype, community users can start building their own social network, content creators can publish creative content with copyright and get value distribution, developers can focus on the development of DApps, and quickly acquire users by integrating social network graphs without permission Scale growth.Of course, if this prototype is to be more friendly to users and developers, and more powerful, other “Lego” modules need to be added based on it. This part of the content will be analyzed in detail in other articles. Please pay attention to the relevant content released by the public account BluemountainLabs.
5. Outlook: The social network graph will drive strong growth for DApps
We cite an architecture diagram to help readers better understand the position of the social network graph protocol in the entire encryption industry, and summarize the role of the social network graph protocol on DApps.
Figure 5-1 The overall architecture of the encryption industry (picture from IOBC Capital)
In the puzzle of “Overall Architecture of the Encryption Industry” shown in Figure 5-1, all levels from bottom to top are still expanding and improving. The decentralized social network graph is a very important basic component in the entire puzzle, and will continue to expand and improve at all levels from bottom to top. Centralized identity (DID), data ownership, social relations, value transmission and other aspects inject new vitality into DApps and empower the development of DApps.
6. Users have a decentralized unified identity
In Web 2.0, users do not really have their own identity. Account information for each product is siloed, and users have to create dozens of account and password pairs on each website or app, which is insecure, impossible to migrate, inconvenient, and inefficient.
In Web3.0 social network protocols such as 5Degrees and Cyberconnect, Profile NFT is provided to establish a unified decentralized identity system that no longer depends on any application platform. Profile NFT is an NFT that expresses identity profile information. It includes wallet addresses, avatars, nicknames, Twitter accounts, email addresses, and personal information. Users can edit and control their Profile NFTs with complete autonomy.
7. Return data ownership to the user
Web2.0 social networks all read data from their centralized databases, and users’ personal data, created content and social relationships will be stored in a specific network and owned by the operator, which lacks portability and controllability.
In a decentralized social network, personal data and assets are associated with wallet addresses. When a user interacts with a centralized platform or decentralized DApp, new data is generated. Although this data is also related to the platform and DApp, it will become a data record closely related to the wallet address. These data records can be queried in the browser corresponding to the address, or some specialized data or asset management platforms can be authorized to manage them and become behavior, data or asset records owned by individuals.
8. Data capitalization
User identity, personal data, creative content, and social relationships are data that are strongly associated with users. If they cannot be integrated, it is difficult to release the value of data. The decentralized social network graph is essentially a user data ownership agreement, through which the core user data can be capitalized (that is, NFTization), so as to return the data ownership to the user, open up the space for the user to capture value, and also provide DApp innovation brings more feasibility.
9. Value Creation and Distribution
The decentralized social graph protocol enables users to capitalize data, making it feasible for users to actively create data assets with ownership and control, and to obtain income distribution in the circulation of data assets. For example, Michael Jordan issued a limited edition of 1,000 Super VIP Profile NFTs, and each NFT required 100,000 US dollars to mint.On the one hand, Michael Jordan realizes the return of the total value of personal data assets of 100 million US dollars; on the other hand, he authorizes the NFT minters to operate certain commercial rights, and stipulates that 10% of the profits will be distributed from the commercial returns.
10. Open social networks
Centralized social networks are closed in terms of cross-platform social interaction. For example, user identities and social relationships in Meta (formerly Facebook) cannot be directly brought into WeChat Moments. Crossing platforms means rebuilding identity and relationships.
In the decentralized social graph, users can cast Follower NFT and Following NFT because of their own and others’ attention, forming a social relationship network owned and controlled by users. Users can add, modify, delete, authorize relevant content and permissions, and freely transfer their social networks between various DApps, truly achieving “I create, I own, I control, and I benefit”.
11. User Migration Bridge of Web2.0
Web3.0 is the future, and Web2.0 is the reality. The development of Web3.0 should not and cannot develop independently of Web2.0. On the contrary, the “stone of other mountains” of Web2.0 can “attack the jade of Web3.0” .
Decentralized social networks can act as a bridge between Web2.0 and Web3.0 user migration. For example, in 5Degees, you can see the application of “Web3.0 Social Bridge”, which is the portal for Web2.0 users (such as Twitter users) to enter Web3.0, and also provides existing Web3.0 users with Web2.0. 0 human resources are connected to the channels of Web3.0.
Successful user acquisition and retention can significantly increase the inherent incentives of Web3 systems for developers and contributors, thereby bringing greater value to the system, ultimately attracting more users, etc.
12. Aggregate on-chain and off-chain data
Decentralized social networks can also aggregate on-chain and off-chain data. For example, Cyberconnect Indexer can index raw data from IPFS network, blockchain network (such as Ethereum and Solana), and obtain off-chain data from platforms such as Rarible, Twitter, NFTBank, etc. Thereby building a complete data map for DApp.
13. Social Network + DApp
The decentralized social network graph as a basic component protocol helps to promote the “social network +” model and accelerate the integration with various applications in the multi-chain ecosystem. All kinds of start-up DApps can quickly acquire users with the help of social graphs and complete the cold start, so that they only need to focus on the construction of applications. At the same time, there are huge traffic behind all kinds of phenomenal DApps, so the integration of DApps on the decentralized social graph is actually to increase business channels, attract traffic in batches, rapidly expand the scale of social networks, and form a positive cycle with each other.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/from-web2-0-to-web3-0-social-network-graph-aggregation-transition-three-steps/
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