Open source software has many positive attributes and even more good intentions. But a recent study by expert analysts concludes that “open source” software is not a viable business model. Or put another way by Matthew Aslett of the 451 Group...”freedom of speech won’t feed my children.”

Open Source is a Business Tactic, Not a Business Model 

The truth is, there is very little money being made out of open source software that doesn’t involve the addition of proprietary software and services. The line between proprietary software and open source software is becoming increasingly blurred as open source software is embedded in broader proprietary hardware and software products. This is especially true in social media community building. In large part, it is the proprietary code (and the high-level functionality it creates) that drives the revenue-building potential of any community.

Open Source Elements, Yes, Open Source Communities, No

Tag clouds, blog editors, photo uploading, CMS blogs and other modules can add interactivity to a community. But the overall platform architecture will work far better if it is proprietary and custom developed. All of the dynamic community elements should be seamlessly integrated and function reliably with each other. With a ready-made, mass-produced, open source platform, you have little choice in what you get or how it operates. To say the least, this projects a “generic,” “community-light” impression.

Even if Open Source Social Networking Software Is Free, It Comes with a Price

Generally speaking, your open source community will have design elements that do not reflect your brand image, as well as intrusive advertising that generates revenue for someone else, not you. Then, there is the difficult, omnipresent matter of support. You’ve adopted an open source social networking platform—is your IT staff fully prepared to address functionality issues when they raise their ugly head? Or, if you pay for ongoing support services, why not subscribe to a moderately priced SaaS provider that creates custom communities with support built-in?

Do You Risk Legal Issues with an Out-of-the-Box, Open Source Platform?

One of the key benefits of open source software is the ability to access source code and modify, adapt and enhance the software to meet your particular needs. However, there are usually no contractual commitments of quality, so you will have to bear the risk (and costs) of any errors in the code. Since your internal developers will be contributing code to the existing architecture, it will be difficult to know when you infringe on any open source licenses that are legally binding.

Can You Maximize Profits—or Fundraising Efforts—with an Open Source Community?

The number one consideration for your social media community is how it projects your identity and promotes your brand. An open source solution will never wrap tightly and seamlessly around your existing web persona. This is crucial. After all, if your advocates, subscribers and/or members aren’t jazzed up and buzzing about all the good things you do, you’re not getting their dollars on a regular basis. So make sure your community is 100% you—all you, all the time. In most cases, a custom platform provider lives and breathes the concept of brand and will develop your community with that priority always in the forefront.

If you have thoughts about open source social media options, please share them here.