38 Comments

Summary:

Why does Twitter allow users to have pseudonyms, while Google and Facebook require real names? Because Twitter realizes it can provide plenty of value for both users and advertisers without having to know your real name. On the social web, it’s all about reputation and influence.

282428943_322a2027b4_z

Amid all the noise and fury over Google’s policy of requiring real names (or at least real-sounding names) on its new Google+ network — a policy that Facebook also has, and one we have been critical of in the past — it’s easy to forget that there’s a pretty large web service that doesn’t much care what your real name is. Although it does prevent you from pretending to be people you aren’t, Twitter doesn’t block or ban users for having pseudonyms the way Google and Facebook do. Why is that? I think it’s because Twitter realizes it can provide plenty of value for users (and thus for advertisers) without having to know your real name. The social web is about reputation and influence, not necessarily names.

I started thinking about this again, not just because the real-name issue continues to draw heat from Google+ users — and because Facebook’s real-name policy threatened to become a legal issue if legislation that was being proposed by Congress passed — but also because I had a chance to re-read Clay Shirky’s excellent take on group dynamics from 2003, in which he talked a bit about identity online. If you haven’t had a chance to read his presentation, I highly recommend it. Before he became a media guru, Shirky spent years studying early online worlds such as LambdaMOO and The Well, and his insights are worthwhile for anyone interested in the topic of community online.

When he gets around to the issue of identity, Shirky says that he generally avoids the topic because it “has suddenly become one of those ideas where, when you pull on the little thread you want, this big bag of stuff comes along with it” — something just as true now as it was eight years ago when he said it. He notes that while anonymity doesn’t work well in group settings (as supporters of Google’s policy like to point out), the answer isn’t necessarily requiring real names, but rather some structure that allows for persistent pseudonyms or “handles.”

Not real names — persistent identity with reputation attached

There has to be some permanence to these handles, Shirky says, because otherwise there’s no reputation hit to changing your online name and behaving completely differently — and users need to be able to know who they are talking to or interacting with from one minute to the next, even if they don’t know their real name. As he puts it, weak (or non-persistent) pseudonyms don’t work well because:

I need to associate who’s saying something to me now with previous conversations… If you give users a way of remembering one another, reputation will happen, and that requires nothing more than simple and somewhat persistent handles.

Does that sound like any kind of online network you know of? It sounds a lot like Twitter to me. In a recent open house at the company, CEO Dick Costolo talked about how the service doesn’t really care what your real name is — all it wants to do is connect you to the information that you care about. And if that information happens to come from a “real” person, then so be it; but if it comes from a pseudonym, then that’s fine too. Twitter isn’t necessarily married to the idea of users having pseudonyms, Costolo said — it’s simply “wedded to people being able to use the service as they see fit.”

I think Mat Honan at Gizmodo hit the nail on the head in a post he wrote about Costolo’s remarks, in which he talked about how Twitter doesn’t care what your name is because it has realized that you and your activity are just as valuable to advertisers with or without a real name. That’s because advertisers want to target their messages based on interests, demographics, reputation and influence — things that have little or nothing to do with what name you use. You could argue that people who use real names are more likely to tell the truth about their age, marital status etc., but even those aren’t the real goal.

Reputation and influence matters — not names

The reason why services like Klout have been gaining steam is that advertisers and marketers are looking to build a “reputation graph” that they can tie to the interest graph they get from watching behavior on social networks. They need to know not just what is being talked about but who is saying it, and whether they are influential. Does their real name matter? Not really. Did anyone care that Perez Hilton used a fake name as he built a small media empire under the noses of the mainstream media? No. Advertisers certainly didn’t care, because he had influence in the markets that they were interested in.

Shirky’s point is that for a functioning online community, all you really need is some kind of system for attaching reputation points to a user’s “handle” or pseudonym. Klout is trying to do that with a number that rises and falls based on your activity on networks like Twitter, Facebook, Flickr and Tumblr. It may not be the best system, and Klout has its share of critics, but it is the closest thing we have right now to a reputation graph that is based on Twitter and other social-network activity. If you behave badly and you lose followers, your ranking falls, regardless of what your name is.

That kind of penalty — a loss of status, a loss of followers, etc. — matters to most users (other than pure trolls, or what online researchers call “griefers”), and so they will behave in ways that protect it. It’s the same in successful online communities like Slashdot and Metafilter, where users have invested a lot of time in their online personas, whether they use their real names or not (I’ve talked about this before as being a little like levelling up in online games like World of Warcraft). And of course, the “real” names of many Twitter users and gamers can be discovered fairly easily with a web search.

Google has made it clear that it wants Google+ to become a central kind of “identity service” that it can build other services on, although it’s not clear what kinds. But the real-name requirement must be based on something other than just wanting to have a well-designed online community or network in which people are free to share information, because Twitter has shown that doing this doesn’t require real names — and never has.

Post and thumbnail photos courtesy of Flickr users Klobetime and Danny Cain

  1. Google wants an identity service but they’re happy with McLovin’s ID.

    Share
  2. Betting they ultimately want to tie all the info together with credit cards and whatever. Big brother = Google.

    Share
    1. Um… That’s no surprise PX. In fact Google themselves said so: http://www.google.com/wallet/

      Share
    2. 最终冰器红豆 Sunday, September 18, 2011

      Also your social security number, investments, insurance records, utility bills, professional profile, … or simply to say, the administrative government of the Internet that you cannot live without.

      Share
    3. yeah dude, google is a good example of a government regime that controls and watches every aspect of your life. When in reality financial institutions and the actual government already watch and control every aspect of your life.

      Share
    4. yeah dude, google is a good example of a government regime that controls and watches every aspect of your life. When in reality financial institutions and the actual government already watch and control every aspect of your life.

      Share
    5. yeah dude, google is a good example of a government regime that controls and watches every aspect of your life. When in reality financial institutions and the actual government already watch and control every aspect of your life.

      Share
  3. We shall agree to disagree on this. I hate not knowing who I am talking to. For some reason “shashacashweathxxx” does not have the same trust as “SashaArmstrong.” And normal people like the sound of their own name and to be referred to by it.

    Share
    1. Rather arrogant of you to define what’s normal, don’t you think?

      Share
    2. But Google+ is worthless to me with real names. I DON’T KNOW people without their handles and avatars. The minute I didn’t know what was whose real name was, I bailed on Google+.

      Share
  4. And, it might also be pointed out that it is this lack of a real name policy on Twitter which has enabled the ton of spam accounts which Twitter counts as “real.”

    Share
    1. That’s nonsense. there is spam in G+, Facebook and GMail. Twitter, I get half a dozen spams a week if that.

      Share
  5. I really like the ideas that are attached to identity and being anonymous. How you are either constricted or expanded by attaching a “real” name to a comment or activity rather having a new identity that you can build online as well. Letting it take on its own new characteristics without the risk of jeopardizing your real name. Kinda like a superhero of sorts. Seems pretty forward to me.

    -Dan

    http://www.whoisdanfonseca.com
    http://www.twitter.com/whoisdanfonseca

    Share
  6. Reputation and influence matters, but Google wouldn’t want fake accounts interfering with its Google search results now would it?

    Share
  7. Hey Del, how about just not talking to people with pseudonyms then? What’s that got to do with forcing people to use their real names if they want to use the service? Sometimes I wonder if people who are clueless about why anonymity is important actually do anything interesting or important with their lives.

    Share
  8. Just thought I would mention that Yahoo! is another gathering place for people who like to stay anonymous/pseudonymous.

    Share
  9. Yesterday the g+ team informed me that according to their Community Standards I was not allowed to use my nickname alongside my given name. Not a pseudonym but a name I use on other social networks and my email.
    Can someone explain how this harms the community? Isn’t it a tad invasive for Google to decide my name?

    Share
    1. Vicki,

      What would you do if you were Google and Joe Blow says he is also known as “Barack Obama” on gigaom?

      Share
      1. A. I’m not claiming a different last name.
        B. Many know me by my nickname.
        C. I use it alongside my “legal” name to avoid confusion.
        I’m not claiming to be Obama.

        Share
  10. A lot of it is making it easy to find your friends. Its pretty hard to grow your network if you cant find them. I have pretty much everyone I know on facebook, but I’m still finding my real friends who have twitter accounts because you can search by name, only handle. And who calls their real friends by an internet handle? Nobody.

    Also it should be noted that its dead simple to change your twitter handle, so there is a distinct lack of persistence right there

    Share
  11. I use multiple social media accounts because I don’t think that my friends who get Tweets about link building and SEO are going to like my Tweets about one of my other hobbies like woodworking or home improvement. So, I am thinking about the end user, trying to provide high quality higher value communications instead of forcing everyone to try to mesh together.

    As long as you aren’t infringing on Trademarks, Why should anyone care if you are using your real name or a pseudonym or an alias or whatever?

    Share
  12. I don’t use my real name for 50+ reasons: there are over fifty others with my name on Twitter. I don’t want my tweets confused with some of them.

    Share
    1. Is that really you John Smith from high school???

      Share
  13. fine but this does not really deal with the issue of legal liabilities, because some people are not using these media for “reputation” purposes, but may be for “non-reputable” agendas, like defaming others, etc…, hence the issue of real IDs or names is not a luxurious or optional matter, its a crucial need.

    Share
  14. Google’s identity service is all about business, the business of doing business. If they know a person, they can track a person from merchandise search (targeted by circumstance (profile, gmail contents, conversations with circles), location (maps), history (browsing cookies and other), and all manner of *personal* info) through coupon offerings and promotion, through (money-making to G) merchant steerage, through point-of-sale (G wallet, G shopping cart, etc.). All done via G media (G Android, G Chrome, G phones, G internet service (where available), G apps, and on, and on. All of these are aided immensely by, and perhaps even depend upon, real personal identity.

    Share
    1. I am still split between the two…. I gave up trying to handle so many social media accounts and just be who i am, to everyone.

      But seems like, big brother, google, wants to profit from it…. But i dont think thry have, the company culture to do social media

      Share
  15. I am very paranoid about my online comments following my “real name” and much of my participation on the internet is exclusively under pseudonyms. If I am forced to use my real name, as google+ attempted, I would bail on it (as I did google+).

    Share
  16. Real name requirements on FaceBook and Google+ are based on the fact that there are literally billions of people like my mother in the world. The transfer of reputation from the real world to online overcomes a huge learning curve that anyone reading this blog figured out years ago but exists for most everyone else.

    Share
  17. Rohan Jayasekera Sunday, September 18, 2011

    When my wife and I got married here in Ontario, Canada, the government provided a leaflet with change-of-name information. The leaflet began by saying that it’s perfectly legal to use any name you like as long as it’s not for fraudulent purposes. That seems to me like a good choice for online places too.

    Share
  18. G+ could easily attract more number of users if they allowed *any* name. Probably they think its impossible to beat FB but this was one way it could have paved the path. But they are killing it. If they wanted real name they could have gone for two names – the real name that their data cruncher can see while users can opt for a display name as they wish : real or nick. Ideally to beat G+ and FB, everyone should go for a real sounding but not actual name and instead of profile pics put up some flower, mountain or birdie :)

    Share
  19. Metafilter charges a fee to join, doesn’t it? That would weed out a lot of trouble-makers.

    Share
  20. I remember a funny incident where I’ve tweeted a snide about bots and after a few minutes, a twitter account whose profile says it’s a bot retweeted my tweet. How odd, right? I guess, Twitter is a fun place where 140 characters is all it takes to build a following…

    Share
  21. Twitter is awesome because it is not yet like a police state

    Share
  22. to the owner of this website:
    I made an error entering my eddress – and lost my previous comment as a result. Someone should probably fix your web site if you want more comments on your stories.

    Just my $.02

    Share
  23. I have never used my real name on the net, why should I, if people want to plaster there names everywhere then its their problem, “real names” how do you know, you may thing you are talking to a John bloggs, but in fact John bloggs is a woman called Mary. Its my choice. how many people of FB and google are actually using their real name.

    Having used the internet for many years in the older days command line and text no fancy pictures, or buttons to click, we did not use our names. I still do the same call me old fashioned, or paranoid I don’t care.

    RR

    Share
  24. Call me old fashioned, for me, the bottom line is connection and that happens most deeply when a named human being is at the other end. The world’s going to do what the world’s going to do. I am accountable for only my choices and that will be to support our connection to one another and all things to my dying breath. That I can do.

    Share
  25. Christina Carson Monday, October 3, 2011

    Not sure first comment endured. What I said was that the bottom line for me is connection and it happens for me only with a named human being, however that occurs. The world’s going to do what the world’s going to do. I’m accountable only for my choices, and they will include supporting connection as a chief priority among us to my dying breath.

    Share
  26. The difference is that Google was run by a foolish, greedy man for long enough to become evil. Twitter wasn’t.

    Share
  27. Why Twitter doesn’t care what your real name is http://t.co/OChmvE7k

    Share
  28. RT @Lacritica: Why Twitter doesn’t care what your real name is http://t.co/OChmvE7k

    Share
  29. Why Twitter doesn’t care what your real name is — Tech News and Analysis: http://t.co/C8iX3Nr0 #dc_twitter

    Share

Comments have been disabled for this post