Yahoo Launches Mash to Compete with Facebook

September 17th, 2007 | Categories: AJAX, launch, marketing, networks, social media, strategy

Yahoo Mash logoOn Friday, Yahoo officially unveiled its newest entry into the social network space, Mash. Though there are many notable names in the space already, I’m certain that Mash is looking to compete head-to-head with Facebook in particular. Upon closer inspection of the feature set and interface, I think this can easily be confirmed.

Much of the buzz and PR created by Facebook can be attributed to two key components: the news feed and the developer platform. Yahoo took notice of this and incorporated similar features into Mash. “Pulse” is the term used to described Mash’s version of the news feed. In addition, users of this new social network can customize their profile with individual modules which are akin to Facebook apps. These drag-and-drop pieces can easily be moved around to create a personalized space. Yahoo plans to open up their platform to 3rd party developers in the coming months. Sound familiar?

Two deviations from Facebook include the ability to edit other people’s profile pages, as well as some level of layout customization. To be honest though, the interface itself isn’t overly appealing. It is quite bland. Don’t get me wrong - I love simplicity. But there is a difference between simplicty and elegance. Facebook has found that balance. Mash hasn’t. It looks to me like Yahoo has created a quick-and-dirty version of Facebook with future plans to refine the interface, improve the experience, and expand the feature set. Simply put, I think that Yahoo is still a bit pissed that they didn’t snap up Facebook. They wish they would have offered that extra bit and sealed the deal. Now, they are kicking themselves and trying to play catch-up.

Currently, the service is in (yes, you guessed it) BETA mode. In order to access or test the service, you must be invited by a friend or colleague. This marketing tactic is lame and played-out. I suggest heading over to InviteShare if you are in dire need to try out the new service.

TechCrunch has kindly posted some screenshots of the new service:

Overall, I was fairly disappointed by my initial analysis of the service. Nevertheless, I will hold back from making any firm conclusions until I actually test out the social network. I am unaware of how much Yahoo has allocated towards this project (both in terms of financial and human resources). By the looks of it, it doesn’t seem like enough.


  1. Mikael Pittam Says:

    Hey Aidan, I have invites available -

    Do you want to get into the mashpit?

  2. Yahoo Mash Invitations Says:

    […] I wrote an initial analysis of Yahoo Mash here: Yahoo Mash review.    […]

  3. Ali Says:


    I am a web developer and also a blogger which write about web 2.0 I want to test yahoo mash if its possible send me an invitation


  4. Rose Says:

    I thought you might be interested that in the integration of the Mash system, the 360 that they had in place is in uprising. There are even 360 refugees groups cropping up and people are leaving their abandoned system in droves. It’s our contention that the ‘graffiti lovers’ will not leave their tried and trusted facebook or my space and now those of us that blogged on Yahoo’s 360 are being thrown to the wolves with options of joining the bubble gum set of Mash in January. They have advised us that they will not even repair the 360 until the transition so ‘nothing is working properly’ on 360 and people are angry.

  5. King Says:

    Hi there
    I need a yahoo mash invitation,
    Please send to my mail address.

  6. white Says:

    please sent me the invition of Yahoo Mash.

  7. ElisaAnne Says:

    I am so in need… of being invited to mash… plz email me if this is a possible request.





  8. Hani Says:


    that would be a pleasure if you invite me too,i would be thankfull buddy.

  9. ankur Says:

    hi plz send me a mash invitation!

  10. Milly Says:

    Hi, I want a Mash Invitation, please send me one to my email… [email protected]


  11. Top 50 Search and Social Media Happenings for 2007 Says:

    […] Yahoo! Mash social network launched […]

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