I've heard a little about Flux, but haven't yet actually tried it - saw a post on TechCrunch - Flux Launches Self Service Product; Full On Ning Competitor - however I have tried Ning and use it for my Social Media Committee Social Network - a miniature playground for what we're just beginning to build for the Web Analytics Association using KickApps.com as backend for our WAASOCIAL - what we're going to call our new Social Network, once it's launched.

I like Ning's approach but didn't see it, so much as a platform for the Web Analytics Association but more as my easy way to get into Social Networking by building my own plug and play Social Network - and it's invite only - only for members of my committee at the WAA, and you have to be a member of the WAA to join.  As of today, I have 52 members in my committee - and the Social Network, with out a doubt, has fostered community between my committee that would have been less, or missing, without it.

Two days ago a post appeared in TechCrunch - Ning CEO Calls Flux And Viacom To The Mat

"…But something about Flux doesn’t sit well with Bianchini, who sent us a long analysis of their business model. She goes into detail on Viacom’s history with partners, their tendency towards litigation, and conflicts between Flux’s marketing materials and terms of service. Flux undoubtedly will respond. For now they have no comment."

A couple of points that Gina Bianchini makes are particularly compelling:

"…On Flux, Viacom owns everything. On Ning, you do. 50 Cent created his own social network on Ning despite his label creating one for him on Flux. Why? Because he owns his network on Ning, on Flux Viacom does."

"…Flux is reincarnated application from Tagworld, a MySpace clone from 2004, which Viacom purchased quietly this year."

"…fShare simply enables a user to add a YouTube or Brightcove video from Flux to another service like MySpace with a click. That’s great, but it’s still a YouTube or Brightcove video that actually sends someone back to YouTube or Brightcove, not the network itself. This dramatically limits the virality of the social networks on Flux and ensures the continued success of YouTube and Brightcove at the expense of the new network."

Honestly, reading Gina's post Ning CEO Calls Flux And Viacom To The Mat anyone would have to be hard pressed to want to even touch Flux.   What's damning is the idea of ownership.  

If  someone told me today that my WAASOCIALMEDIA network was owned by Ning - I'd be flabbergasted.  The whole idea that anyone would bother to build a social network they didn't own - negates the whole point of building it - if you, as the creator, don;t own it - I say..forget it and find another platform.

So while the Gina post was harsh on Flux, if what she's saying is true, and it sounds true, I'd not waste my time on Flux - it's not worth it.