Excerpt from UXtraordinary:
I am thrilled to see Andy Herzfeld’s social circles concept implemented so beautifully in Google+. My semi-educated guess is that empowering users to define access to themselves according to their own purposes and needs—in context—will build engagement and strong loyalty. Why? Because it comes naturally.
Too many social media-based sites, including many social networks, provide only lip service to how users think about groups, let alone user privacy empowerment. A user is seen as one of their members, and the business creates a mental model in which the user is the center of a series of widening circles. “Empowerment” of user content privacy is typically limited to enabling permissions control within those circles.
Users don’t see themselves that way. People think of sharing information in terms of a constantly changing algorithm of need, purpose, and ability. We trust some friends more closely than others; we have acquaintances who know a great deal about us whom we barely know. It’s my belief that these clashing mental models are one of the primary reasons social media and social networks fail to engage.