This social network encourages users to assume personas and pseudonyms. Instead of creating misleading data, this promises to reveal new levels of behavior to brands.
Social network users are familiar with the “overshare dilemma.” As the network grows to include friends, family and colleagues, they are forced to sift through each post and share to determine whether they are appropriate for each group. Wiremob is a new social network that makes this problem its focal point, building upon the idea that every person has several different personas that they show to each facet of their life. Although Wiremob is still in its early stage, the service can potentially accumulate large amounts of contextualized data and therefore offer interesting opportunities for highly targeted marketing.
Consumer profiles depend on context
The vision behind Wiremob is that context is key to understand who users really are. Wiremob users have multiple groups (known as “mobs”) of connections, and there is a wall between each of these groups. Wiremob’s example is Alexis - she’s Lexy to her family, Lexy to her friends and Alexis to her tutoring student, but each Lexy has a unique profile with different interests, accomplishments and posts. She can set each group to different permissions and to follow some more closely than others. These different profiles and sharing behaviors offer much richer data than social networks offer now - one customer is not exactly becoming several different customers, but can perform in a more nuanced set of actions.
The hidden advertising value of multiple personas
Customers with multiple identities could be a new model to base analytics on. While marketers are currently able to piece together a customer across multiple social networks, a Wiremob API or ad network would make this process much simpler. Advertisements could use this as another targeting dimension - tracking not only one person over time, but that person as they interact with different groups. Taken individually and aggregated, the value of how people behave towards family, friends and co-workers is enormous.