The virtual geographies of social networks: a comparative analysis of Facebook, LinkedIn and ASmallWorld

This study provided a comparative analysis of three social network sites, the open-to-all Facebook, the professionally oriented LinkedIn and the exclusive, members-only ASmallWorld. The analysis focused on the underlying structure or architecture of these sites, on the premise that it may set the tone for particular types of interaction. Through this comparative examination, four themes emerged, highlighting the private/public balance present in each social networking site, styles of self-presentation in spaces privately public and publicly private, cultivation of taste performances as a mode of sociocultural identification and organization and the formation of tight or loose social settings. Facebook emerged as the architectural equivalent of a glasshouse, with a publicly open structure, looser behavioral norms and an abundance of tools that members use to leave cues for each other. LinkedIn and ASmallWorld produced tighter spaces, which were consistent with the taste ethos of each network and offered less room for spontaneous interaction and network generation.