Little Monsters: perché il social network di Lady Gaga non funziona

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Lady Gaga ama molto i social network, tanto che ha pensato bene di farsi un social su misura. Già presenza fissa su Twitter, l’icona pop più colorata del web ha da poco inaugurato Little Monsters, un social network pensato per tutti i suoi fan. Ci piace? Non ci piace? Come sempre il giudizio è soggettivo, però lasciateci dire che da una popstar così originale e anticonformista ci aspettavamo qualcosa di altrettanto originale e bizzarro. Invece Little Monsters è l’ennesimo clone di Pinterest, ma con qualche difetto in più.

Innanzitutto, Little Monsters non è aperto a tutti, almeno in questa fase, ma si può accedere solo tramite invito che si richiede direttamente dalla homepage. Questa scelta, se da una parte è comprensibile perché il social è giovane e la beta necessita di qualche aggiustatina, dall’altra ci lascia un po’ perplessi, perché proprio la popstar in passato ha dimostrato di saper gestire la sua presenza sul web affidandosi a un altro social network come Twitter, dove è diventata in breve tempo l’artista più amata e seguita. Il successo di Lady Gaga su Twitter si deve in gran parte al carattere pubblico e aperto a tutti di questo social media, che consente ai fan di interagire direttamente con i propri idoli. Dunque perché penalizzare proprio i fan con il tedioso meccanismo degli inviti?

Un altro punto dolente di Little Monsters riguarda proprio l’interazione, intesa come condivisione dei contenuti. Abbiamo detto che Little Monster si presenta come un clone di Pinterest, perché in sostanza è un social di image sharing, un sito dove gli utenti possono condividere facilmente le immagini e inviarle in bacheca, proprio come Pinterest. A differenza di quest’ultimo però, manca il meccanismo del repin, cioè non è possibile ripubblicare i contenuti di qualcun altro. Eppure proprio questo è stato l’elemento chiave del successo di Pinterest, e ancora prima di Tumblr, con i suoi reblog. Gli utenti possono caricare un immagine e votarla con un like come su Facebook, possono commentare il post e mettere un like anche ai commenti, ma non possono ripubblicare né il post né i commenti.

Probabilmente la finzione di “repin” verrà aggiunta successivamente, ma per adesso Little Monsters non aggiunge niente di nuovo a quello che c’è già in rete e non stimola l’aggregazione dei fan più di quanto non faccia una pagina Facebook. Di nuovo c’è che Little Monsters è il network privato di Lady Gaga. Tutto qui.

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