Nicknames & Facebook: Controlling the user as a method of success or destruction?

I have been doing some on-the-side writing about Facebook and its origins, particularly those that separate it from other networks (every Online Social Network-OSN) seems to have its own special gimmick that launches it into people's lives). We all know that Facebook began as a students-only affair (although anyone with an institutional address could sneak in, i.e. staff, faculty etc). MySpace's niche was as an online music community, giving bands a way to promote themselves and their music. I'm sure Friendster had a gimmick too -- but frankly, I'm not that old so I have no idea what it was.

There have been recent hits in the media about Facebook's strict rule that users must a) be individuals, and b) use legit names. Bands that tried to cross over to Facebook from MySpace quickly get weeded out and deleted. Users that would rather participate via a nickname or pseudonym (or happen to have a name that SEEMS like a nick) got the boot as well. This stems from Facebook's roots as a legit, online version of the traditional campus facebook, listing photos and names of students etc.

Friendster's attempts to tell users how they could and could not use the Friendster network ultimately led to defeat. The site is still around, but honestly, when was the last time you logged in? MySpace offered a more stable site (fewer server outages) and an environment where users could pretty much do anything they wanted. Want a purple page with green boxes and a profile picture of an emu? Go for it. Want to add your favourite song? Go for it. There was some deleting of illegally posted music, which was understandable, but users were able to keep their favourite tunes uploaded faster than they could be deleted, and most major artists caved and posted their singles officially (a user population of 200 million has a little weight...)

Facebook originally had a much less open environment. The site is heavily structured and offered very little room for personality -- other than in lists of personal activities, interests and movies/music/tv. Users found ways to subvert the network by creating false relationships (best friends got engaged, heartbroken ex-gf's listed as divorced), but the freedom of MySpace clearly wasn't present.

However, early research on Facebook and its users revealed an interesting phenomenon. Facebook's strict rule that all accounts be linked to a legit campus email address, and must include the user's real first and last name, frankly made the site more usable. Go ahead, lurk Johnny Tucker from your lit class -- just search for his name. And if there is more than one JT, filter for your lit class because it will be listed in the courses section of his profile. Socially accepted soft-core stalking -- money in the bank. Users not only went along with the no nick names rule (for the most part) but they also posted their cell phone numbers, home addresses, relationship status, sexual orientation -- the whole meal deal. Acquisti & Gross have some great research on this, dated 2006 when Facebook was still students-only.

In summer 2006, also prior to Facebook's opening to the public, I set out to visit a friend living with a girlfriend and I actually was able to get directions to a friend's girlfriend's house by looking up her address on Facebook and then mapquesting it. Oh, and her cell number was posted too -- so I wrote that down just in case I got lost. To say the least, the whole thing is creepy -- why do people post so much information?

Acquisti is currently working on an updated piece of research that will explore personal information disclosure in the post-public era of Facebook. Are users still just as liberal with their info now that it's not just students-only anymore?

My guess is that it's pretty close. When the general public flooded the site, they saw a network where everyone was comfortable and open about their personal info. It was the site's bread & butter, the good stuff. And if all your student friends are posting their cell numbers, is it that big of a deal to post your real name? The network almost loses value if you don't follow the rules. So in this way, Facebook's tight regulations are fueling its expansion.

Rules will always backfire, and the iGeneration will always want to do things its own way. Right now, being "real" suits the Facebook population, but as SecondLife and other online communities start to link in their avatars, users will want to convey either their offline or their online identities, or even both. With Google about to launch its multi-network attack, over-regulation is one area of weakness that Facebook might want to keep its eye on. Many looked skeptically on Facebook's decision to open its API to developers, and now it's a online success fairy tale -- so when all is said and done, I sit back and watch the story play out.