研究現(xiàn)有社交平臺(tái)的中心化問題以及新興的去中心化解決方案，將數(shù)據(jù)所有權(quán)和控制權(quán)重新交還給用戶。

現(xiàn)在什么是社交媒體？它是如何運(yùn)作的？

我們都至少聽說過 Meta 的 Facebook 和 Instagram 等社交媒體巨頭以及 X（以前稱為 Twitter）等平臺(tái)，而且我們大多數(shù)人在這些平臺(tái)上都有個(gè)人資料。

根據(jù) DataPortal 發(fā)布的 Kepios 研究報(bào)告，2023 年 7 月，全球超過 60% 的人口，即約 48.8 億用戶在至少一個(gè)社交媒體平臺(tái)上注冊(cè)了個(gè)人資料。

但在表面之下，社交媒體平臺(tái)是賺錢機(jī)器，很容易干擾我們的看法、世界觀和福祉。

傳統(tǒng)社交媒體平臺(tái)主要通過廣告、銷售廣告空間以及向其龐大的用戶群推廣內(nèi)容來產(chǎn)生收入。

他們?cè)O(shè)計(jì)算法來最大限度地提高用戶參與度，通常偏愛聳人聽聞、有爭(zhēng)議或充滿情感的內(nèi)容。

這可能導(dǎo)致宣傳傳播、擴(kuò)大社會(huì)分歧并助長(zhǎng)成癮行為，從而對(duì)心理健康和社會(huì)凝聚力產(chǎn)生負(fù)面影響。

因此，平臺(tái)的盈利可能并不總是符合用戶或社會(huì)的最佳利益。

當(dāng)今社交媒體運(yùn)作方式中最糟糕的部分可能是——這些平臺(tái)每時(shí)每刻都在收集數(shù)據(jù)，而且往往比他們自己的家人和朋友更了解他們的用戶。

關(guān)于錯(cuò)誤信息、審查制度和社交媒體的陷阱

一方面，社交媒體給世界各地帶來了前所未有的聯(lián)系，但這些平臺(tái)的幕后運(yùn)作長(zhǎng)期以來一直受到質(zhì)疑。

社交媒體連通性的顯著進(jìn)步已成為一把雙刃劍，其中包括審查、操縱以及困擾用戶提要的回聲室內(nèi)容的興起。

更糟糕的是，社交媒體平臺(tái)現(xiàn)已成為全球政治和世界運(yùn)作方式的關(guān)鍵參與者，影響著我們?nèi)粘Ｉ畹母鱾€(gè)方面。

社交媒體濫用問題引起人們關(guān)注的最重要案例之一是劍橋分析公司丑聞，政治咨詢公司劍橋分析公司未經(jīng)授權(quán)獲取和使用超過 5000 萬(wàn) Facebook 用戶的數(shù)據(jù)。

這些數(shù)據(jù)被用來創(chuàng)建心理概況，并在競(jìng)選期間（包括 2016 年美國(guó)總統(tǒng)選舉）向目標(biāo)用戶投放個(gè)性化政治廣告。

這些數(shù)據(jù)是通過 Facebook 上的一個(gè)測(cè)驗(yàn)應(yīng)用程序獲得的，該應(yīng)用程序不僅訪問參加測(cè)驗(yàn)的個(gè)人的數(shù)據(jù)，還訪問他們朋友的數(shù)據(jù)。

On the other side of the pancake, content moderation threatens free speech. Most recently, actor Rusell Brand was notoriously demonetized on several major platforms, including YouTube, following allegations, but not a conviction, of committing a sexual offense. Regardless of the veracity of these allegations, the platform scrapped monetization and singlehandedly cut off his earnings. The more worrying aspect of this scandal, however, is that UK Government officials from the Culture, Media, and Sports Committee sent out emails to video-sharing platform Rumble’s CEO Chris Pavlovski to also stop monetizing Brand’s posts going out to over 1.4 million followers, effectively meddling in a private organization’s content moderation and monetization policies.

Aside from direct requests to private organizations, governments worldwide are now increasingly issuing legislation that aims to battle misinformation and hate speech. Canada introduced Bill C18, while the European Union enforces the Digital Services Act. And while these regulatory shifts presumably protect users, they are giving a lot of power and control over social media and free speech to the government bodies.

Moreover, social media platforms increasingly implement strict but not necessarily justified or disclosed demonetization policies for users. A simple word like “Amen,” as highlighted by X user Chaya Raichik, can be red-listed and cause demonetization on posts, effectively hampering creators’ earning opportunities.

Web3, SocialFi, DeSoc and the social graph

The transition from Web2 to Web3 on a global scale is in its very early stages. However, with the emergence of SocialFi, representing the intersection of social media and decentralized financial systems, a social media space powered by Web3 is already underway.

SocialFi is about monetizing and tokenizing social aspects and is not necessarily an on-chain element, while DeSoc is about decentralizing the content, relationships and interactions in Web3 social media networks. This enables a framework where content creation, revenue, and user data are fully interoperable and controlled by users. In other words, users’ profiles, along with all content and data they generate, can be moved from one app to another in their entirety.

One of the critical elements that SocialFi aims to enhance is control over users’ social graphs. In the context of social media interactions, a social graph maps the relationships and interactions among users on a platform. It represents how individuals are connected to each other through friendships, follows, likes, shares, or comments and can be used to analyze social dynamics, tailor user experiences, or target advertisements. In legacy social media platforms, social graphs are the most valuable asset platforms have when trying to sell views to advertisers.

However, what SocialFi and the Web3 revolution are bringing to the space is complete autonomy and total control over users’s social graphs. It allows each individual user to monitor, and decide the fate of their data, followers, content, and interactions as well as the platform or app they chose to create these on. What’s more, with the rise of interoperability between Web3 social apps using the same social protocols, users can create social graphs that are easily transferable across different platforms and applications.

In this way, Web3-based social platforms push for transparency as social graphs are built on publicly audited smart contracts. Users' privacy is also protected because they can opt to use the most secure app out there without losing any of their data, content, or connections. Last but not least, an ecosystem that is rooted in transparency and interoperability creates a naturally competitive field where social apps will strive to keep their users and treat them more like stakeholders instead of banishing and blocking them.

Powering SocialFi with social protocols and apps

Different Web3 social apps are provided interoperability solutions through blockchain protocols like Lens and CyberConnect. These protocols give users ownership and control over their social connections by allowing them to easily take their profile across different social apps that support the same protocols.

The SocialFi ecosystem consists of three primary structural layers. At the foundation, blockchains offer the main infrastructure that allows decentralization and verified ownership of social graphs. In the second layer, social protocols build these decentralization avenues on top of the blockchain structure and create an opportunity for application developers to integrate decentralization features. Finally, the top layer consists of SocialFi apps. These can be entirely decentralized and based on blockchain technology or only utilize some features offered by the social protocols and are still operated by a centralized entity. However, thanks to social protocol integration, SocialFi apps allow users to control the entirety of their social graph and easily move it from one app to another based on features like ad revenue, subscription models, and engagement.

Lens Protocol is a blockchain-based open-source social graph aimed at redefining social media in a decentralized manner. Unlike traditional platforms, it allows users to own their digital connections and monetize content. It operates via a graph database, creating a network showing members and their relationships, with smart contracts ensuring data accessibility, unlike centralized services. Its modular design facilitates feature additions while securing user relationships and content and promoting cross-platform interoperability?.

Functioning in a similar way, the CyberConnect protocol is a Web3 social network protocol allowing developers to build social apps where users own their digital identity, content, and interactions. It fosters on-chain connections, with its v3 upgrade introducing a multichain future for Web3 social DApps, comprised of three core components: CyberAccount for identity infrastructure, CyberGraph for recording user content and connections, and CyberNetwork for scalability and global reach.

Protocols like Lens and CyberConnect form the infrastructure and framework for social media platforms to create user-centric applications based on decentralized data storage and zero control from third-party entities over users’ personal information and social graphs.

What are decentralized social media apps, and how do they work?

To illustrate how dramatically different decentralized social media platforms are from legacy names in the industry like Facebook and TikTok, we’ll look at Phaver - a Web3 social app purpose-built for the permissionless and noncustodial ecosystem within the Web3 space.

Launched in 2022, with the release of Lens Protocol, Phaver aims to bridge the gap between Web2 and Web3 users. It facilitates accessible and well-known sign-up practices with a simple email and password combination that does not require a Web3 crypto wallet. However, once registered, users can start integrating on-chain functionalities by minting a blockchain-based Phaver profile. The on-chain profile allows users to publish their content on the blockchain through Lens protocol, and have full ownership over their social graph, on the protocol level.

Importantly, once users start using Phaver, they are incentivized to be active participants in curating content on the platform. Replacing the infamous social media algorithms with incentivized user curation allows Phaver to both ensure the quality of the content it offers to users and to give content creators and viewers a chance to participate in monetization.

To date, the Phaver app has generated over 250,000 app downloads across Android and iOS with 100,000 monthly active users and is steadily pushing for the decentralization of social media globally. Thanks to its integration of protocols like Lens and CyberConnect, this decentralized social app puts control back in users’ hands.

Challenges for SocialFi

A significant hurdle is the onboarding process; familiarizing individuals with blockchain technology and motivating them to transition from traditional to decentralized social platforms can be daunting. Simplifying onboarding is crucial to attract a broad user base.

Scalability is another mountain to climb. As user numbers swell, ensuring the network remains fast, efficient, and cost-effective is imperative. Solutions to scale the infrastructure without compromising user experience or incurring exorbitant fees must be identified and implemented.

在 SocialFi 創(chuàng)新框架和 Phaver 等應(yīng)用程序的推動(dòng)下，社交媒體不斷發(fā)展的格局預(yù)示著以用戶為中心的交互的新時(shí)代的到來。

盡管廣泛采用的道路是崎嶇的，但去中心化控制和貨幣化的承諾為建立一個(gè)更具包容性、透明的、注重用戶賦權(quán)的社交媒體生態(tài)系統(tǒng)鋪平了道路。

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