Rebuilding Bebo: Shaan Puri reveals his plans for the social network

"The biggest lesson is that the social products that succeed are non-obvious"

Last month, Michael Birch, the founder of the once-popular social networking site Bebo, reacquired the platform for a fraction of the price he sold it for in 2008. 

Besides releasing a tongue-in-cheek video previewing the relaunch of the network, the company have been reluctant to release details about its ongoing development.

I caught up with Bebo's new CEO, Shaan Puri. 

The network is currently being promoted through a self-deprecating satire of a corporate video. What was the thinking behind this?

It took a series of simple decisions:

Firstly to decide not to be boring. Most companies just put up a text landing page with a paragraph that says "sorry...blah blah...coming soon."

Secondly to decide to be honest. I hate when brands try to make a 'cool comeback' when they haven't been relevant in years. You can't throw money at the problem, hire celebrities and run fancy advertisements. People are too smart to be fooled. We are going to refresh the brand now that it's back in the hands of its original founders, but before you can move forward, you must acknowledge the present first. It was a risk, but so far the reaction has been tremendous. People like that we chose to do something funny, honest and self-deprecating.

A brand is an embodiment of the people behind it. Michael and I like to joke around, and don't take things too seriously. So for us, doing a spoof corporate video sounded like fun.

The new Bebo is launching initially as mobile-only. Why?

The concept we have for the new Bebo really works as a mobile app. This is fortunate, because the idea we are excited about for the new Bebo fits into a huge trend right now of people being connected via smartphones.

The social networking landscape is so changeable and unpredictable. Bebo's rise and fall epitomizes this. Why do big companies still invest so willingly?

I think there are two reasons:

1. Its really unlikely that a large company built around a completely different type of business model would ever internally create a social product that wins over the masses. Big companies find it hard to innovate outside of their core product. Yahoo would never be able to create Tumblr from scratch. Even Google has struggled to do it with Google+.

2. Social networks grow fast, and have incredible network effects. Even companies that understand 'social', such as Facebook, find it hard to compete with the Snapchats and Instagrams of the world. Once the big companies notice a startup is worth copying, the startup has built up too much velocity with its viral growth to be stopped.

What lessons have you learnt from the mistakes of other social networks?

Good question. I think the biggest lesson is that the social products that succeed are non-obvious. They sound silly, or like toys at first. Facebook, Twitter, and most recently, Snapchat. Next thing you know, they've disrupted everything.

There has been a lot of press recently about harassment on social networking sites. How should they police their communities?

Like any community, it starts with the people you attract, and the value system they are buying into when they join the site. Luckily, Michael has unique experience in growing a social network from just a few users to many millions, and is familiar with the challenges of managing a community through each phase of growth.

What has presented the greatest challenge in the development of the new Bebo?

We are doing two things at once, which is always tricky. On one hand, we're rebuilding the image of Bebo, and at the same time, we're building the actual product. Both need to be done very well for us to succeed.

Bebo. Photograph: Getty Images

James is a freelance journalist with a particular interest in UK politics and social commentary. His blog can be found hereYou can follow him on Twitter @jamesevans42.

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Wrists, knees, terrible rages – I felt overwhelmed when Barry came to see me

I teach my registrars to be aware how a consultation is making them feel: that can give valuable clues to the patient’s own emotional state.

To begin with, it seemed that Barry’s wrists were the problem. He told me about the pain he was experiencing, the pins and needles that came and went in his hands. I started to examine him. His palms were calloused, his fingers thick and stubby, veterans of the heavy work he’d undertaken throughout his 57 years. Even as I assessed this first problem, he mentioned his knees. I moved on to look at those. Then it was his back. I couldn’t get to grips with one thing before he veered to the next.

I teach my registrars to be aware how a consultation is making them feel: that can give valuable clues to the patient’s own emotional state. Barry was making me feel overwhelmed, the more so as I learned that he’d been experiencing all these problems for years.

“Why are you coming to see me about them now,” I asked, “rather than six months ago – or in six months’ time?”

“I need some time off, doc.”

There was something about the way he wouldn’t meet my gaze. And again, that feeling of being overwhelmed.

“What’s going on at work?” I asked him.

His tone hardened as he told me how he’d lost his temper a couple of days earlier. How one of the others had been winding him up, and something inside him had snapped, and he’d taken a swing at his workmate and landed a punch.

Barry had walked out and hadn’t been back. I tried to find out if he’d heard from his boss about the incident, if he knew what was likely to happen next.

He told me he didn’t care.

We talked some more. I learned that he’d been uncharacteristically short-tempered for months; his partner was fed up with being shouted at. Sleep had gone to pot, and Barry had taken to drinking heavily to knock himself out at night. He was smoking twice his usual amount. Men like Barry often don’t experience depression as classic low mood and tearfulness; they become filled with rage and turn in on themselves, repelling those closest to them in the process.

Depression is a complex condition, with roots that can frequently be traced right back to childhood experiences, but bouts are often precipitated by problems with relationships, work, money, or health. In Barry’s case, the main factor turned out to be his job. He’d been an HGV driver but at the start of the year his company had lost its operator’s licence. To keep the business afloat, his boss had diversified. Barry hated what he now had to do. He was now a “catcher”.

I didn’t know what that meant. Getting up at the crack of dawn, he told me, driving to some factory farm somewhere, entering huge sheds and spending hours catching chickens, thousands upon thousands of them, shoving them into crates, stashing the crates on a lorry, working under relentless pressure to get the sheds cleared and the birds off to the next stage of the food production chain.

“It’s a young man’s game,” he told me. “It’s crippling me, all that bending and catching.”

It wasn’t really his joints, though. Men like Barry can find it hard to talk about difficult emotion, but it was there in his eyes. I had a sudden understanding: Barry, capturing bird after panicking bird, stuffing them into the transport containers, the air full of alarmed clucking and dislodged feathers. Hour after hour of it. It was traumatising him, but he couldn’t admit anything so poncey.

“I just want to get back to driving.”

That would mean landing a new job, and he doubted he would be able to do so, not at his age. He couldn’t take just any old work, either: he had to earn a decent wage to keep up with a still sizeable mortgage.

We talked about how antidepressants might improve his symptoms, and made a plan to tackle the alcohol. I signed him off to give him some respite and a chance to look for new work – the one thing that was going to resolve his depression. But in the meantime, he felt as trapped as the chickens that he cornered, day after soul-destroying day.

Phil Whitaker’s novel “Sister Sebastian’s Library” will be published by Salt in September

This article first appeared in the 21 July 2016 issue of the New Statesman, The English Revolt