This is a short interesting read that covers a wide range of the social media spectrum topic in one place. I got something more from what was written there. It makes me wonder how much that mentality is carrying over to websites too, not just smart phone apps. I think there's some good food for thought in the study.
Our biggest shock came from the response of a group of users who had downloaded the app but had never posted anything. In May 2013, we introduced an email login option above the one for Facebook and Twitter. We asked that group of users to sign up through our new email login feature. We thought they would jump all over it.
Not one person signed up with the app. Zero.
Why? Because we lost their trust. They were immediately scared by the Facebook and Twitter logins, and they didn't trust us anymore. Even though we had told them the app would never post on their social networks, the SelfieText brand was essentially dead to them.
What did I learn? That you can't build a social network without trust from your users. And that we just didnít realise how much Facebook and Twitter would hurt us. [theguardian.com...]