Friend Surfing

Description
This pattern occurs when a user browses through friends or connections via connections from other friends. In this way they may find new connections, or just enjoy themselves, or spend some idle time.

Examples
Facebook is a prime example of this with its more-or-less Public Conversations (Crumlish & Malone), where a user can look at friends' posts and see their friends' comments, click on their names or avatars and go to their profile, where their friends/connections in turn may appear.

LinkedIn also supports this pattern, albeit somewhat differently. It is not instigated as easily, since a person's connections are not as explicitly displayed as on Facebook, but on the other hand, LinkedIn profiles typically are quite extensive, as well as public (since LinkedIn is a network for business connections, people are likely to enter rich information about themselves). Additionally, LinkedIn supports friend surfing by displaying a "Viewers of this profile also viewed..."-list on a person's profile (September 2011).

Pros and Cons
On sites aiming for multiple connections between users, this is a wanted behavior. It fosters exploration and of course making new connections - especially since users may find real-life friends, associates or acquaintances not yet connected to. If the aim of the application is on effectiveness or another, very specific activity, one might want to avoid the pattern.

Relations
The pattern serves as a means to Find People (Crumlish & Malone). It is supported by mechanic patterns like Publicize Relationship (Crumlish & Malone), especially together with an Avatar (Crumlish & Malone) or Identity Card (Crumlish & Malone). If using the pattern Profile (Crumlish & Malone) in combination with this, one opens up for surfing even further, since one can then look at friends' friends.

Friend Surfing is closely coupled to Information Hunting about a person, and can also result in Unintended Stalking if stumbling over content or connections too private. Since users know the pattern exists it also to some extent fosters Self Censoring and Maintaining a Facade.

Contributors
Created by Sus Lundgren.