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Networks Don't Grow Forever -- Not Even Social Networks

Despite what you have heard about the new economy, networks don’t grow forever. This is true of the Internet and it is true of the brain. Your brain is nothing more than a network of neurons, and it has been shrinking for most of your life. And what about the Internet? Think bigger is better? Think all networks grow? Think again.

The Internet bubble was fueled by one thought: as networks such as the Internet grow bigger, they grow more powerful. This is what is known as Metcalfe’s Law, named after the inventor of Ethernet and founder of 3Com. In Metcalfe’s own words: “bigger networks are better.”

This simple statement not only supported the idea of the “New Economy,” but pumped air into the Internet bubble. And then, of course, the bubble burst and billions in market cap were washed away.

But now the Internet is alive again and growing, and if it isn’t Pets.com or Kozmo.com that are the Internet darlings, it is MySpace, Facebook and the other social networks. The question today is: Now that Metcalfe’s Law is on the loose again, is it valid?

The answer is yes, but only to a point. Networks do not always grow more powerful with size and scale. To be sure, Metcalfe’s Law applies to networks up to a point, call it a growth phase. But let us stake our claim to a new Law: all networks eventually hit a point of diminishing returns.

Nowhere is this more evident than in the brain. When we are conceived, the brain begins a nine-month race to produce neurons, a pace that equals about 250,000 neurons per minute. The brain continues to grow after birth, but following the first few months, something extraordinary occurs: The brain hits the edge of the envelope. It slows. Why? Perhaps nature, in balancing out all our parts, realized that if we couldn’t hold up our heads well enough to run, the additional smarts weren’t going to get us very far.

Then something even stranger happens. Just as we enter our twenties, when we would think that the brain would really kick in, it stops growing. By the age of twenty, the growth of the brain actually reverses. From then on until the end of our lives, we lose about one gram of brain weight every year. And we wind up with some 100 trillion neural connections, compared to the 10 quadrillion of a three year old.

Will the Internet behave any differently? The Internet is in the early stages of development, call it a baby brain. Websites are proliferating; users are coming online in droves. But eventually the Internet will mature, stop growing and may even shrink.

And this is true of all networks: ant colonies, highways, beehives, brains, the Internet and yes, social networks. All networks grow according to Metcalfe’s Law until they hit a point of critical mass…and then they stop growing because the value equation changes.

So what will become of the social networks? Well, we have already seen the fate of Friendster, it imploded. And the company we owned at United Online—Classmates.com—its growth has slowed. As for MySpace, I suspect that it is nearing its point of critical mass. These sites in many cases are seeing lower value because of their size: unwanted user connections (just watch To Catch a Predator on Dateline NBC), untenable navigation (try searching for John Smith on MySpace), and large numbers of inactive profiles. Facebook today is a different story. Its growth has yet to be tempered but it too is likely to hit a point of diminishing value.

But none of this is necessarily bad. Like the brain, a social network at critical mass enables higher level functioning: better communication, interaction and even consciousness. We can even see a “collective consciousness” emerging among some of the stronger social networks. So social networks should temper their growth to allow richer connections. The real power of a network does not lie in its growth, but in its stability: when the network reaches a point where higher level functioning can develop.

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Comments

Interesting post. Myspace is useless as a business tool and probably not even very good as a social network anymore. It was much better a few years ago and would probably be better if it was smaller.

Facebook is still very cool. Any thoughts on making money on Facebook?

- Posted by Joe S.
July 1, 2008 8:22 PM

Hello Jeff,

Nice post. We think similar. About the human brain. Remember Einstein? How many neural connections he had? Our brain is just like our muscules: if you don't use it hard it becomes weak. Most of people don't use it as had as in childhood.

Now about social networks. I think it's not about network size stabilization. It's about evolution. Networks are evolving now.
They cannot become stable without embracing data portability (think http://dataportability.com).

You may also want to read my post about burning problems of social networking here http://bloodcarter.wordpress.com/2008/06/26/my-vision-of-social-networking-burning-problems/

Take care,
Vlad

P.S. We are at http://genomepeople.com are your happy customers ;)

- Posted by Vladislav Chernyshov
July 2, 2008 2:23 AM

Ah! but you only offer part of the story. The human brain was very clever. When it got to be too big to be sustained through biological evolution, it invented other networks like the internet.

Now it has extended its own network and will create others.

The assumption that the network 'gets full' or that they are more effective with size and scale, is not really the issue.

The big issue is how to optimise the network. Good recall, fast availability of information between networks.

The internet will continue to grow but will be optimal as people begin to deploy clever capabilities like semantics and Bayesian inference.

Then the networks can operate better together.

There are no limits.

- Posted by David Phillips
July 4, 2008 10:33 AM

I wonder what this means for Facebook's valuation? And it sounds like you are betting the these social networks will all be a fad so I wonder what will become of all the little networks out there and the ones being developed by companies like Ning.

- Posted by Joe
July 4, 2008 2:31 PM

Are social networks a fad?: There was an article about this blog in CIO Insight, asking the question “are social networks dead?” This is very similar to the question Joe raised above. I was trying to make a provocative point in the article but I should probably clarify that point: When a network stops growing, it can actually “grow” stronger. The power of a network is not just its size but its relative strength. The problem that may hurt social networks is not that they will stop growing, but that they will push too hard to continue to grow beyond a point where the network is optimal.

Making money on Facebook: This one is simple in theory -- take advantage of the network. The power of Facebook is how tightly connected groups of people are. And the team at Facebook really does understand this better than anyone. Why did they close the network off to the world early on: to contain and concentrate the growth. Why did they eventually open there network to developers: to allow it to grow uncontrolled. So build an application that takes advantage of one of the most powerful network effects in the world.

Stabilization and Optimization: Vlad is certainly on to something here with allowing a network to evolve and eventually stabilize. There is something called homeostasis in natural networks that seems to allude us online. And David couldn’t be more on point with regards to optimization (and yes he is also right that in my short post I am missing part—well most—of the story). Networks are only as strong as the least optimal point. That said, I am also making a more broad statement: that an optimized network is not always the biggest network. This runs counter to Metcalfe’s Law (although not counter to Metcalfe’s own thoughts on the subject).

Jeff

- Posted by Jeff Stibel
July 6, 2008 12:28 AM

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Blind growth and networking technology from thingamy:
Hat tip to Doc and his post where he comments and links to this, this and this - all suggesting that a network, or group, at some point of growth diminishes in value for each new participant. Appropriately termed as More

Tracked on July 8, 2008 03:39

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About this Author

Jeff StibelJeffrey M. Stibel is an entrepreneur and brain scientist. He studied business and brain science at MIT Sloan and Brown University, where he was a brain and behavior fellow. Stibel has authored numerous academic and business articles on a variety of subjects and is the named inventor on the US patent for search engine interfaces. He is currently President of Web.com (NASDAQ: WWWW) and serves on academic Boards for Tufts and Brown University, as well as the Board of Directors for a number of public and private companies.