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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Live blog: Jeremy Corbyn hit by shadow cabinet revolt

Shadow health secretary Heidi Alexander and Gloria De Piero resign following the sacking of Hilary Benn. 

11:40 Labour's only Scottish MP, Ian Murray, has just resigned as shadow Scotland secretary. 

11:21 Shadow Scotland secretary Ian Murray (see 09:11) and shadow transport secretary Lillian Greenwood are expected to be the next to resign. 

11:11 Shadow minister for young people Gloria De Piero has become the latest to resign. It's worth noting that De Piero is a close ally of Tom Watson (she's married to his aide James Robinson). Many will see this as a sign that the coup has the tacit approval of Watson (who is currently en route from Glastonbury). 

De Piero wrote in her resignation letter to Corbyn: "I have always enjoyed a warm personal relationship with you and I want to thank you for the opportunity to serve in your shadow cabinet. I accepted that invitation because I thought it was right to support you in your attempt to achieve the Labour victory the country so badly needs.

"I do not believe you can deliver that victory at a general election, which may take place in a matter of months. I have been contacted by many of my members this weekend and It is clear that a good number of them share that view and have lost faith in your leadership.”

10:58 Shadow defence secretary Emily Thornberry has backed Corbyn, telling Michael Crick that "of course" she has confidence in his leadership. She is the fourth shadow cabinet minister to back Corbyn (along with McDonnell, Abbott and Trickett). 

10:52 Our Staggers editor Julia Rampen has written up Benn and McDonnell's TV appearances. 

"Two different visions for the Labour Party's future clashed today on primetime TV. Hours after being sacked from the shadow cabinet, Corbyn critic Hilary Benn was on the Andrew Marr Show ruling himself out of a leadership challenge. However, he issued a not-so-coded cry for revolt as he urged others to "do the right thing" for the party. Moments later, shadowhancellor John McDonnell sought to quell rumours of a coup by telling Andrew Neil Jeremy was "not going anywhere". He reminded any shadow ministers watching of the grassroots support Labour has enjoyed under Corbyn and the public petition urging them to back their leader."

10:46 Asked to comment, Tony Blair told the BBC: "I think this is for the PLP. I don't think it's right for me or helpful to intervene." 

10:38 On the leadership, it's worth noting that while Corbyn would need 50 MP/MEP nominations to make the ballot (were he not on automatically), an alternative left-wing candidate would only need 37 (15 per cent of the total). 

10:27 Jon Trickett, one of just three shadow cabinet Corbynites, has tweeted: "200,000 people already signed the petition in solidarity with the leadership. I stand with our party membership." 

10:14 McDonnell has told the BBC's Andrew Neil: "I will never stand for the leadership of the Labour Party". He confirmed that this would remain the case if Corbyn resigned. McDonnell, who stood unsuccessfully for the Labour leadership in 2007 and 2010 (failing to make the ballot), added that if Corbyn was forced to fitght another election he would "chair his campaign".  

10:12 Tom Watson is returning from Glastonbury to London. He's been spotted at Castle Cary train station. 

10:07 A spokesman for John McDonnell has told me that it's "not true" that Seema Malhotra, the shadow chief secretary to the Treasury, is canvassing MPs on his behalf. Labour figures have long believed that the shadow chancellor and former Labour leadership contender has ambitions to succeed Corbyn. 

09:51 Appearing on the Marr Show, Hilary Benn has just announced that he will not stand for the Labour leadership. "I am not going to be a candidate for leader of the Labour Party." Tom Watson, Angela Eagle and Dan Jarvis are those most commonly cited by Corbyn's opponents as alternative leaders. 

09:46 Should Corbyn refuse to resign, Labour MPs are considering electing an independent PLP leader, an option first floated by Joe Haines, Harold Wilson's former press secretary, in the New Statesman. He argued that as the representatives of the party's 9.35 million voters, their mandate trumped Corbyn's.

09:38 Here's Stephen on the issue of whether Corbyn could form a shadow cabinet after the revolt. "A lot of chatter about whether Corbyn could replace 10 of his shadow cabinet. He couldn't, but a real question of whether he'd need to. Could get by with a frontbench of 18 to 20. There's no particular need to man-mark the government - Corbyn has already created a series of jobs without shadows, like Gloria De Piero's shadow minister for young people and voter registration. That might, in many ways, be more stable." 

09:32 Despite the revolt, there is no sign of Corbyn backing down. A spokesman said: "There will be no resignation from the elected leader of the party with a strong mandate".

09:11 Shadow Scotland secretary Ian Murray is one of those expected to resign. As Labour's only Scottish MP, the post would have to be filled by an MP south of the border or a peer. 

09:01 Diane Abbott, Corbyn's long-standing ally, has been promised the post of shadow foreign secretary, a Labour source has told me. 

The shadow international developmnent secretary is one of just three Corbyn supporters in the shadow cabinet (along with John McDonnell and Jon Trickett). Though 36 MPs nominated him for the leadership, only 14 current members went on to vote for him. It is this that explains why Corbyn is fighting the rebellion. He never had his MPs' support to begin with and is confident he retains the support of party activists (as all polls have suggested). 

But the weakness of his standing among the PLP means some hope he could yet be kept off the ballot in any new contest. Under Labour's rules, 50 MP/MEP nominations (20 per cent of the total) are required. 

08:52 Welsh First Minister Carwyn Jones has joined the revolt, telling BBC Radio Wales that events make it "very difficult" for Corbyn to lead Labour into the next election. 

08:50 Tom Watson, a pivotal figure who Labour MPs have long believed could determine the success of any coup attempt is currently at Glastonbury. 

08:26 Following Hilary Benn's 1am sacking, Jeremy Corbyn will face shadow cabinet resignations this morning. Shadow health secretary Heidi Alexander has become the first to depart.

The New Statesman will cover all the latest developments here. John McDonnell, Corbyn's closest ally, is appearing on The Andrew Marr Show at 9:45.

"This is the trigger. Jeremy's called our bluff," a shadow cabinet minister told me. He added that he expected to joined by a "significant number" of colleagues. The BBC's Laura Kuenssberg has reported that half of the 30 will resign this morning. 

Corbyn is set to face a vote of no confidence from Labour MPs on Tuesday followed by a leadership challenge. But his allies say he will not resign and are confident that he will make the ballot either automatically (as legal advice has suggested) or by winning the requisite 50 MP/MEP nominations. 

George Eaton is political editor of the New Statesman.