Bebo gives network 'social media' focus

JOHN SELKIRK/Dominion Post

SHIFTING EMPHASIS: 'Bebo is really a social media site rather than a social networking site," saya xochi and Michael Brich.

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US Social networking site Bebo is rewarding New Zealanders for their loyalty by offering a Kiwi a spot in the reality TV show The Gap Year.

Six members, one each from New Zealand, Australia, Canada, the United States, Ireland and Britain, will be selected to travel the world for six months next year, documenting their experience on Bebo through blogs, photos and videos.

The travellers will also take part in challenges decided by the Bebo community, with whom they will have to communicate regularly. The programme is being developed by British reality TV producer Endemol.

Bebo is the most popular social networking site in New Zealand, Britain and Ireland. Founders Michael and Xochi Birch, who visited Auckland last week, say the show is an example of the site's focus on "social media", which involves letting people upload photos, videos and other media for others to see.

"Bebo is really a social media site rather than a social networking site. Three million photos are uploaded a day by users. There's a real emphasis on self-expression."

Bebo has more than 40 million members worldwide but faces stiff competition from Facebook and MySpace.

Mr Birch says Bebo's new Open Media platform - which lets users place music and video content in their profiles and media companies access the platform for free using their own video players and advertising - is part of a wider strategy to set Bebo apart from its competitors.

Bebo has also joined Google's OpenSocial programming initiative and is working on a platform that will help developers convert applications designed for Facebook to run inside Bebo.

Mr Birch says Bebo will become more customised for users as technology is used to identify what their interests are and deliver content accordingly.

Social networking sites will remain popular as long as they are functional. "It is a utility, it's a way to stay in contact, share photos, discover new music content. As long as there's a purpose behind it, people will continue to use it."

The posting of sexually explicit material on user profiles and cyber-bullying are problems but Bebo can act only once they occur.

"We can't stop it from ever happening. Social networking is a major part of people's lives, so anything that happens in the world happens to the same degree in social networking." Ms Birch says Bebo has a dedicated staff of 50 working on bullying and content issues.

Social networking sites and governments are working together on safety, privacy and bullying.

"Our safety team is in discussions with MySpace and Facebook. Security is an important issue for all of us."

Mr Birch says the US$15 billion valuation recently placed on Facebook is not justified by current revenues. "But if you're a true believer in what social networking can become, and you take into account that the business models haven't matured yet, then US$15 billion is a sensible figure."

The Birches have no plans to sell Bebo, however. Investors bring with them influence and distractions, Mr Birch says.