Let’s take a moment to applaud the legendary social media site, Orkut, for all they stand for and their great success.
Haven’t heard of them? Yeah, me neither. Let’s start from scratch….
Meet Orkut Buyukkokten, a Turkish software engineer who we can credit for the decade-long success of the Google-backed social media site, Orkut. Orkut formally attended Stanford and later went to work for Google. Orkut started the social media platform as a side project while working for Google but it soon grew to a top favorite site with 300 million users! Orkut was mostly popular in Brazil and India.
So what was Orkut anyway, and how was it any different than other sites like Myspace and Facebook? The site was appealing and gave users a very exclusive feel, as it was originally invite-only. Orkut was built on online communities, so users could find groups of individuals with shared passions and connect from anywhere. Finally, Orkut himself had different values than most, and cared deeply about cyber security, authenticity, realism, and connections.
“Our online tools should serve us, not divide us. They should protect our data, not sell it. They should give us hope, not feat and anxiety. The best social network is the one that enriches your life but that doesn’t manipulate it. I want you to be able to be your true self, online and off. I want you to be able to connections that stick. I want to help you do that with all my heart.”
-Orkut Buyukkokten
It can be hard to really pin-point what caused Orkut to fail, but it appears that the rise in popularity of Facebook and Orkuts’ lack of innovation/adaptation to consumer demands may be some of the factors to blame. Orkut never went global, and never developed a mobile-friendly version of their platform, which meant it really had a niche audience. It was clear that Orkut wasn’t Google’s priority, as they were focusing their energy and resources mostly on Google+. Desktop users, and only in India and Brazil? That didn’t cut it in during a mobile revolution!
Today if you visit Orkut.com, you’ll see a personal message from Orkut. Among many other things, it eludes to something new he has in the works….
“I’m an optimist. I believe in the power of connection to change the world. I believe that the world is a better place when we get to know each other a little bit more. It’s why I created the world’s first social network when I was a grad student at Stanford. It’s why I brought orkut.com to so many of you around the world. And it’s why I am building something new. See you soon!”
If Orkut is really working on a new and improved platform, what should be done differently to ensure it’s long-term success in an ever-changing digital world?
1.) Prioritize continuous improvement.
2.) Consider user-experiences and recognize the importance of accessibility.
3.) Take security, safety, transparency, and data protection seriously.
4.) Don’t forget your marketing strategy. Yes, even social media needs promotion.
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Rural Thymes 
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