iMedix: Social Search that Creeps Me Out
Oh, geez. Deb21 wants to chat again.
Here I am, trying to look up some information about tinnitus–a k a ringing in the ears, a condition which has recently afflicted a member of my family–and Deb21 [I’ve changed her handle to protect the innocent ] wants to chat. A little photo box pops up on my screen, with the icky solicitation “I’m online! Chat with me now!” There’s even an audible little ping whenever she implores me to spend some time with her.
Welcome to iMedix, a “social search” site in the personal health space.
In concept, social search is powerful: Combine the algorithmically valid but brain-dead health search results of a typical search engine with the “wisdom of the crowds”–the aggregated opinions of real humans who can validate the information they found worthwhile when dealing with the same issue. Add to that the ability to connect with those people, and (goes the theory) you’ve got something good.
Like any 2.0 community, iMedix faces the challenge of creating critical mass: A community with nobody home is in a death spiral from Day One. But building critical mass from scratch is no small task in mid-2008: Early adopters are oversubscribed to social networks and the mainstream hasn’t figured out what all the fuss is about. Every business based on network power needs people. A lot of them. Fast.
Which brings us back to Deb21. iMedix seems to be trying a bit too hard to get people to join the party, dispatching its youthful crowd to flag folks into the front door.
First it was Ann, a comely 29-year-old community manager interested in fitness and lifestyle. I acquiesced to her friend request but haven’t heard from her since.
I accepted friendship with a fellow calling himself neurosurgeon_55, figuring it’s never a bad idea to know a brain surgeon. But then I discovered he’s a 17-year-old guy in India, whose personal statement reads, in part:
Then we will ve a lots of chat (humourous)but valuable beniffitng both of us in the long run so what r u thinking of? Hmmmmmmmm..lets go ahead and chat.Yo man!!
An unsettling number of people who have set up profiles in iMedix are attractive and young and look, at least to these middle-aged eyes, like the happy-go-lucky group with cool haircuts and great teeth you see in ads for premium liquors.
Here is the problem: People with health problems have, well. . .health problems. They want to see that people like them, people who have something valuable to share, are in a community.
You will certainly find these people at iMedix: There’s a 53-year-old woman whose college age daughter has bipolar and is an abusive relationship. Good lord, the woman needs help. Call me too fast to judgment, but I don’t think neurosurgeon_55 is the guy to offer her support and guidance.
To be fair: iMedix is in beta. It appears they’ve seeded the site with the folks they have around–their young staff and (it appears) their social network contacts.
Building a 2.0 health community is hard. Not many people have gotten it right, and the very concept is fraught with danger. But social networks are based on the company they keep. And no matter who that company is, in the health space I’m not sure they should jump onto your screen saying “I’m online! Chat with me now!”
As for the search part of the social search: The information on tinnitus was really pretty good, better than what Brother Google served up on page one. Link number one was a direct hit.
Along the way I found the profile of someone named Niroo. She is 24 and says she has hearing loss and is interested in tinnitus. She lives in Iran. I sent her an e-mail. Haven’t heard from her yet. [#]
Punchline, added 5/19/2008
Seven days after writing the entry above, I received the following message in my iMedix mailbox.
Dearest One,
My name is Miss Ashandy,i am a single girl never marrie i saw your profile today at (www.imedix.com)Ashandy100@yahoo.com) and became intrested in you,i will also like to know you the more,and i want you to send an email to my email address so i can give you my picture for (i believe we can move from here.
I am waiting for your mail to my email address above.Miss Ashandy (Remeber the distance or colour does not matter but love matters alot in life
Yours Lover
Miss Ashandy Rolland
Tags: search, vertical search
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Web 2.Oh. . .really? 
20, May, 2008 at 6:42 pm
We are working with a client that is launching a social network that connects people in need of help with those who can help. A pay it forward type of thing. You mentioned in you article that iMedix is in the phase where it’s attempting to build critical mass and how important that is for sites in which the service, content and value are created by it’s members. Do you know of any case studies, examples or references that outlines the various ways this critical mass is created in a successful way?
Best,
Heather from Ripe Media
22, May, 2008 at 9:10 am
[…] “Social Search” – This just doesn’t sound like it would do anything but be awkward […]
12, June, 2008 at 3:33 pm
We strongly believe in Social Search and we are developing a new concept named Xoost. We are looking for beta testers to test our features and improve the product. Here’s the pitch, thank you.
Xoost – Your Social Search
http://www.xoost.com/about.php
Do you Search the Web for your favorite topics and you would like to share your search skills with your friends? Xoost is the only place for you. With Xoost you will web search what you like most, your search stream will be continuously added to your profile, and you will socialize with other Xoosters on the basis of common search interests. Your searches and related websites will be automatically stored in your account and you will be able to access them anytime. In addition, you can share your Xoost searches with your friends on other networks such as Facebook or Twitter and you can tag or delete any search and related website as you like most. Xoost is simple, viral, scalable, enjoyable and is currently in private beta test: join the beta if you like the concept.