Social Networking No Longer as Social

For those of you that thought my confusion about Facebook was just a rant, well, you were right. But some surprising numbers in both total audience and more importantly in engagement show that social networking has a long way to go before it takes over the world.

The audience numbers for MySpace have dropped more than 4% since October. The story goes on to say: "Time spent on Bebo.com has been sliced in half over the last four months, while Friendster’s time spent has plummeted nearly 75% in the same time period. Overall, minutes spent per site fell 5% in December 2007 compared to the year-ago period." Even the great Facebook is not immune. The site's audience numbers have improved, but its engagement metrics are down.

That's the beauty of the web, right? You can go nuts looking at all sorts of different metrics.