[A longer version of this is at SpreadingScience]
The inherent problem is that the best interests of the company running the social network often are in direct opposition to the users of that social network. In the case of Facebook, their profits are going to be reliant on selling out the privacy of their users. In the case of ScienceBlogs, commercialization alienated the strongly anti-business, anti-industry members of their community and threatened their perceptions of themselves as an elite and well-respected group of experts.
One can, as you suggest, focus instead on serving those users but that’s a mighty difficult thing to monetize. If you’re a corporation with investors who would like to be paid back (like Seed Media), you need some way to make money. Perhaps running social networks will fall out of fashion as a profit-making enterprise due to these conflicts.
It was getting pretty long so I made it a post.
David, That is part of what I am trying to delineate. Scienceblogs went and created this community of blogs, hoping it would drive more traffic to their magazine and its website. But the magazine failed and the magazine website is not making nearly the inroads as the Scienceblogs are.
Seed Media simply did not realize that Scienceblogs had become this community – any group that can decide to strike is a community of people – with an focus independent of Seed..
Its business model for these blogs simply is not sustainable, even if it was full of pro-business, pro-industry people. Seed as looking for a bunch of well-written, independent voices. They got those in spades. The writers are always going to be independent, to the detriment of Seed when their motives conflict. Which it is almost bound to do because Seed’s focus was on getting advertising money, not on servicing the community created by the bloggers. A similar problem is seen in newspapers.
[More at SpreadingScience]