Social bookmarking is in turmoil as a major shakeout occurs in this social media arena.
Social Bookmarking Shakeout
I have just created a resource for members of my social media marketing program which lists 50 top social bookmarking sites with their Page Rank (and “follow/no follow” policy). I was astonished in creating this new list at how many of my original list had vanished, morphed or dropped in Page Rank.
In 2009 Mag.nolia lost members’ bookmarks and converted to a much smaller site, Gnolia. In November 2010, Gnolia shut down.
My favourite social bookmarking site, Propeller.com, ceased to be an active site from 1 October 2001.
Backflip.com lost all its data and shut down with effect from November 2011. Furl.com is now one of those dreaded advertising sites with nothing but categorized ad links.
Delicious.com is in a state of flux with a mass exodus by users on the basis of reports that Delicious will be wound down by Yahoo, sold or turned into an historical archive. Other sites, such as Diigo.com, are hovering over the fading site and coaxing away members by offering auto-transfer of Delicious.com bookmarks.
Even Slashdot.com, the pinnacle in technology bookmarking, is losing members and dropping in page rank (now PR8 from PR9).
Image by ncomment
Social Bookmarking Challenges
One of the challenges for social bookmarking sites is the growth-driven explosion in infrastructure costs with diminishing income offsets. Another is the exponential growth of mega multi-media sites such as Facebook and YouTube and the micro-blogging sites such as Twitter.
A famous study of the longevity of organizations (those that last hundreds of years), has shown that one of the keys to longevity for an organization is the capacity to re-invent itself in response to changes in the organization’s environment.
One site, Posterous.com has responded to its changing environment by offering multi-media bookmarking via email blogging and screen-capture blogging.
Diigo.com has taken a somewhat different tack. At a time when social bookmarking sites are becoming increasingly wary of Internet marketers bookmarking only their own sites, Diigo is offering itself as a total personal content management system (welcoming both personal bookmarking and group bookmarking). It has also taken a quantum leap into cloud technology to overcome capacity issues. Diigo.com is in its fifth stage of evolution which now includes the capacity to store highlighting and screen capture of text.
Growth of Social Blogmarking
Devesh, in a recent blogpost on ProBlogger.com, discussed the growth of social blogmarking. This is in part a response to some of the top social bookmarking sites being taken over by “power users” who influence the ratings of individual bookmarks. Social blogmarking sites tend to cater to niche blogs and have a strong social networking aspect. Bizsugar.com [PR6], for example, caters for small business.
Implications for Squidoo Lensmasters
- Don’t put all your eggs in one basket – spread your social bookmarking (but not too thin).
- Include sites, such as Posterous and Diigo, which are using emergent social bookmarking technologies (they may be the only ones left in the future).
- Monitor the social bookmarking arena – you can no longer assume that the past is a good precedent for the future!
- Explore social blogmarking for your niche blogs and Squidoo lenses.
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