It's a blog. It's a dog. No, it's Yahoo 360! 

What *is *this service Yahoo unleashed on Tuesday, anyway? 

 Yahoo says it's designed to help you stay in touch with existing friends, 
not introduce you to strangers. But it feels a lot like Friendster and other 
social networking sites, with the addition of a blogging tool, a smattering 
of traditional Yahoo content and two odd new text-messaging tools.

Yahoo's service
(360.yahoo.com<http://us.rd.yahoo.com/dailynews/360/washpost/tc_washpost/storytext/a20468_2005apr2/14759499/*http://360.yahoo.com>),
released to a limited number of beta testers, lets people create personal 
online sites to share content with their friends and family members, such as 
photos, blogs, Yahoo music and movies they liked, Yahoo Groups they belong 
to, and restaurant reviews they've written in Yahoo Local (are you getting 
the idea that this is about promoting Yahoo?).

"Think of this as a My Yahoo page with your friends," said Julie Herendeen, 
Yahoo's vice president of network products.

Here's how it works: When you sign in, Yahoo automatically creates a 
personal page for you, along with a blog if you care to write in it, a 
friends page listing people you've chosen to connect with, and lists of your 
favorite things.

Communicating with Yahoo 360 buddies, though, is so multi-layered that it 
might give you an Internet migraine. In addition to sending instant messages 
via Yahoo's instant messenger (there's no support for more popular IM 
services from AOL or Microsoft), you can use two new communication channels. 
One lets you zap e-mail-like notes to pals. The other can "blast" short 
notes that your friends will see on their Yahoo 360 pages in a cartoonish 
bubble next to your photo.

Confused yet? There's more. Perhaps the most bewildering part of Yahoo 360 
is an innovation around privacy -- multi-layered access controls that let 
you decide which groups of your friends get to view which pieces of your 
content. Setting these viewing controls is a two-step process. First, you 
categorize your friends by "tagging" them with key phrases describing your 
connection to them, such as "colleagues," "church," "golf" or "close 
friends." Next, for each type of content you publish, you specify which 
group gets access. You might restrict viewing of your blog, say, to only 
"close friends." 

For now, the trial version doesn't let people share much content, except in 
tightly formatted blogs and a few rigidly defined categories, including 
lists limited to music, books, TV shows and personal interests. The "local 
reviews" feature, giving you the option of having Yahoo Local reviews you 
have written show up on your home page, doesn't let you pick what reviews 
appear. Moreover, its prominent placement on your home page suggests Yahoo 
is making a not-so-subtle push for its yellow-pages service.

That's hardly surprising, since the service has no advertising or immediate 
plans to add any. For now, Herendeen said, Yahoo is seeking user feedback 
about how to make the service more useful. Also for now, Yahoo 360 (which 
Yahoo came up with that Big Brotherish name?) requires an invitation to 
join.


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