A decentralized social network is coming and it’s bringing a big opportunity for marketers and app makers

The inventor of the World Wide Web, Tim Berners-Lee, is leading a project that will decentralize our social data. Once realized, it will forever change social media marketing and how we connect online.

Social networks have infiltrated the majority of our connected society. We use them to connect with friends, family, and even strangers. It’s also where we go to keep up with current events, publish our experiences, and pursue interests with like-minded people.

Since virtually all relevant social networks are for-profit free-to-use proprietary platforms, to use them, we must forfeit our privacy, control, and choice. When we give up our privacy, marketers can use pin-point accuracy with the ads they serve us. When we give up control, we are forced to adapt to the changes a network imposes on us. When we give up a choice, we can’t leave the network and continue to have the same features and connections with friends elsewhere.

The only way we can restore privacy, control, and choice is to create a decentralized social network.

What is a decentralized social network?

We use decentralized services every day on the internet. One of the most common ones is email.

Email standards and protocols enable us to control how and where we use electronic mail. For example, I can register a domain and set up an email server on my home network, enabling me to send and receive emails with anyone. If I don’t want to run an email server, I can move everything to a service like FastMail. And if I ever wanted to, I could move away from FastMail and still have control over every aspect of my email.

A decentralized social network (DSN) gives us the same control and portability as email, but with all of our social data (profiles, connections, posts, images, etc.).

Why previous attempts at a decentralized social network have failed

Diaspora is one of the first DSNs that seemed like it might have a chance against closed networks like Facebook. It had features similar to Facebook, and for a while, it had funding and active developers working on it. Unfortunately, a series of unfortunate events and a flaw in their approach eventually caught up with them, and now Diaspora exists as living abandonware.

Diaspora Screenshot
Diaspora exists as abandonware

Another attempt I thought would be successful was Tent. Unlike Diaspora, Tent focused on creating a DSN protocol instead of trying to replicate Facebook’s features. The protocol approach is the best way to create a DSN, which is why I spent time and money trying to develop an app called Campout that would work with the Tent protocol. Unfortunately, like Diaspora, Tent ran out of steam, and the project was abandoned.

Campout Logo

The graveyard of failed DSNs have all had the same flaw. They were too complicated to install and use. Instead of focusing on simple functionality and a solution that can be installed almost anywhere, like WordPress, they all kept the technology out of reach from the people that wanted to use it the most. The only way a DSN is ever going to succeed is if it’s capable of being easily installed and used with most hosting providers or on a home server.

A ‘Solid’ hope for a decentralized social network

Solid Project
Solid Project

There is renewed hope in the fight to have a DSN for everyone. It’s coming from a familiar name, Tim Berners-Lee, who is famous for inventing the World Wide Web.

Tim is leading a project called Solid which is derived from the phrase “social linked data.” Solid is working on a standard for linking social data to provide privacy, choice, and control over our online social presence.

If the Solid standard is fully realized and adopted, it would mean that, like email, we could host our own social presence or have a commercial service host it for us. Since we will own and control our social data, we can move it to another server anytime we want without losing our connections and historical interactions.

Solid is still in the early stages of development but it’s currently the best-known chance for getting a viable DSN in the hands of everyone.

Digital marketers will have to rethink their marketing tactics

The creation of a widely adopted DSN isn’t a question of if; it’s a question of when. It also doesn’t mean that Facebook or Twitter will go away. Still, it does mean they will need to adapt and possibly even pivot their business model, especially if they are forced to make their software compatible with DSN standards to remain relevant.

The biggest impact of moving to a DSN will be the reduction in advertising and targeting. Many people will continue to use free ad-supported services but I expect that most people will choose to pay for hosting or will host it themselves. It may even be possible to turn your WordPress site into your social presence through the use of a plugin.

The bad news is that the loss of targeted advertising will force digital marketers to use different tactics to reach potential customers. The good news is that most of the tactics needed to reach people using a DSN are already being used today.

Earned Media

To get the attention of consumers, companies will have to create experiences and content that people actually want. More importantly, they will need to be so good that people will want to share it.

Focusing on earned media will require the reallocation of money that has been traditionally used for paid advertising. It also means a dramatic shift away from ad management to a focus on content creation and outreach.


The onset of the DSN will also make utilizing influencers more important than ever. With the absence of paid advertising, companies will have to rely on people who influence their target audience.

Using influencers isn’t new, but it’s now becoming easier to do. Companies like Intellifluence are simplifying the process for advertisers to discover and connect with influencers. The use of services like Intellifluence will become commonplace as more people move to a DSN.

Existing Customers

The greatest asset that companies have is their customers. Existing customers, if kept satisfied, can be the single biggest driver of new business. That’s especially true if you can properly leverage your relationship with them.

Aside from customers, spontaneously praising a service – a priceless form of exposure – companies will need to provide incentives to get social exposure. Incentives vary, but the most typical ones include contests, discounted services, and free company swag.

A decentralized social network will create new business opportunities

The DSN envisioned by Solid is modular. That means that not only can data be decoupled from services, but software developers can also reinvent the way we interact with that data.

New social apps

We will no longer be locked into the UX that Facebook and Twitter force upon us. Instead, we will be free to choose from different apps that provide various ways to interact socially. And since the DSN will be based on open standards, software developers won’t have to worry about companies like Twitter abruptly stripping away API access.

The DSN will usher in a new era of communication apps and tools and forever transform how we interact online. I predict that we will have, yet again, indie software developers creating the next generation of apps that will overtake today’s social giants.

New hosting services

Like WPEngine is to WordPress, there will be an opportunity to become a premier hosting provider for a person’s social presence. The companies that can provide the best performance and services will have a chance to grab a large portion of market share.

New discovery tools

Removing the centralization of closed platforms like Facebook, there’s an opportunity for discovery tools to emerge. We may see the creation of directories similar to Stitcher that come with curation and premium features. We may also see the creation of new social search engines capable of working seamlessly with a new breed of social apps.

New advertising services

As people increase their followers, many will want to monetize it just as badly as advertisers will want to reach their audience. There will be an opportunity for new and existing companies to specialize in the insertion of ads in DSN posts. There’s no reason why a new company couldn’t experience the same kind of success that BuySellAds did during the small publisher advertising boom.

Next steps for digital marketers

The DSN I described in this article doesn’t exist yet. That means if you are a reactionary digital marketer, your next step is to keep doing what you’re doing. Regardless, I recommend investing in earned media, influencer outreach, and leveraging customers now because they are highly effective tactics even without a DSN.

If you are the type of marketer that likes to keep tabs on what’s next, so you don’t feel left behind, then I recommend you keep an eye on the progress Solid is making. You may even want to set up some Google Alerts to track Solid passively and any other DSN initiative that might be happening.

However, if you are looking for your next big opportunity, you may want to consider investing your time and money into a DSN-related product or service. The best place to start is to become a contributor to Solid. Contributing to Solid will help you understand the underlying architecture of how it works and allow you to create features that will benefit the product or service you’re interested in building.

The DSN presents one of the biggest opportunities for entrepreneurs that I’ve seen in a while. The question is whether or not you will be a user or a creator.

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Jon is the founder of Coywolf and the EIC and the primary author reporting for Coywolf News. He is an industry veteran with over 25 years of digital marketing and internet technologies experience. Follow @henshaw