Okay, so anyone who is familiar with measuring site traffic and popularity knows that Xanga has been in decline for some time. Even if you didn’t measure site traffic, it would be apparent looking at your subscription and friend lists to see how many people stopped blogging or moved on to other sites.
There have been many new blogging and social network sites introduced since Xanga first appeared with the top contenders today being Blogger, WordPress, Facebook, Tumblr, etc. Many folks just moved on to the next new and popular thing.
Now here comes the paradox set up:
Xanga has been losing market share for years due to its aging interface and features compared to the new sites. But just as sure as Xanga is aging, it also provides a blogging sense of community better than any other site out there, from the oldest to the newest. That’s the 1st paradox and is the primary reason why so many people return to Xanga or continue to use their services.
The 2nd paradox is the bigger one – even though most would agree the “Xanga blogging community experience” is better than anything else on the market today, the company has been unable to successfully market its best feature to their advantage….leading to the current financial crisis.
I’m sure a big reason for this was the aging design and interface compared to its blog competitors. The “community feel” isn’t something that can be easily demonstrated to prospective new users compared to all the latest bells and whistles.
I think Xanga’s biggest “sin” was not converting years ago to a more updated format or at the very least, updating the user log in software to enable it to connect across multiple platforms like the other blogging sites, so a Blogger/Wordpress user could leave comments on Xanga without needing to create a new Xanga account. Without this upgrade, Xanga became an enclave, where only Xanga users could easily comment on Xanga, blowing the opportunity to easily introduce new people to the site as well as encouraging users to stay. As a result most folks went to the newer sites without ever needing to visit an aging site like Xanga.
So the question is what can Xanga do now to save itself? Xanga’s current plan is to convert to a more modern format- that’s good. They also intend to eliminate “free” blogging – that’s not so good.
In a world where other blogging sites offer free blogging, charging people for similar services seems like a suicidal move. Yes, you will get some current users that are devoted enough to pay, but it will be a hard sell for newcomers given that they have free alternatives. Blogging sites become popular by the quality of their content. Without an influx of new blogs, there will be less to attract newcomers, and how long can a blogging site survive on a shrinking list of users?
I would think Xanga could offer a basic free blog like everyone else and then start charging for the special features it has-
1) Want friends lock? That’s extra.
2) Want private messaging? Extra.
3) Chat feature? Ditto.
That would let people blog and those who wish to make their content private would have to pay a small fee, which could add up when multiplied by all the users requesting it. The other users posting blogs for all to see are providing marketable content for the site- making it a win-win for both Xanga and bloggers alike.
An even bigger approach would be to make Xanga a “blogger hosting center”, where bloggers log in to Xanga as their homebase to post to the blogging site of their choice. All the blogs from all the sites would get ranked to have a true top blogs list (I’m sure this would be a huge software project so that puts it at a long range goal).
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