GoingOn

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Built on top of Drupal, GoingOn provides easy network setup a la Ning, but the company is also partnering with media companies (with results such as Forbes Office Pranks and the American Superstar Mag Lounge) to integrate social networks into existing websites a la KickApps.

Currently, GoingOn executes neither of these services as well as Ning or KickApps. However, its platform does provide a wider range of features than either of these two companies (unfortunately, most of these features, or “modules”, are currently half-baked). If you demand features that neither Ning nor KickApps currently provides, it may very well be worth dealing with all of the imperfections that come along with GoingOn’s beta status.

There are structural and strategic aspects of GoingOn that make it worth tracking over the coming year. Since it is based on Drupal, the company claims that it can more readily deploy open source software packages on its platform. This translates into even more features over time, which may help it maintain its feature lead on its major competitors. Its Drupal heritage also facilitates the creation of a Drupalesque API, which the company tenatively plans to roll towards the end of the year.

GoingOn, the self-described “network of networks”, maintains a shared user base for its hosted networks. Unlike Ning, however, it explicitly plans to take advantage of this shared authentication system by providing networks within networks. For example, teachers at one point may be able to join a nation-wide network that contains sub-networks for the country’s school districts. The possibility of nesting networks may give GoingOn the edge with hierarchical organizations.

Affiliates can opt for one of five GoingOn network packages, each of which provides progressively more customization capabilities. Most affiliates will probably choose between a Free Network and a Pro Network, of which the latter costs $20 per month but allows affiliates to manage their advertisements. Custom URLs are free of charge for all packages.

View a chart that we compiled in Summer 2007 that compares this company’s social networking product to others.

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