Two weeks ago The Sun, the biggest selling newspaper in the UK, launched MySun, an interactive service will fell far short of the capturing the potential of social media.

Before I criticize MySun let me congratulate The Sun for this initiative. I can’t understand why other publications are not experimenting with social media. It is becoming apparent that Internet users are expecting much greater participation that, I believe, is the gist behind Web 2.0. Publications need to move away from a pure editorial model.

I think social media is particularly relevant for niche publications, specialist magazines, which have a strong voice (and brand) on topics that are the passion of a select few. Surely, these select few would appreciate being brought together and would have a lot of stories, insights and information to contribute.

Back to MySun. I tried to login before going on holiday but couldn’t because it was down. Today it’s taken me over 15min to register largely due to a very slow email validation process. So far so bad.

Once logged on I didn’t find any of the features that define social networks. I my profile is buried a few clicks away. That means my home page is really not my home page; it’s The Sun’s. “My” page looks essentially like something Yahoo has been offering for a decade: a personalized news page – except that all the news comes from The Sun. The other thing I see on “my” home pages are discussion. Err, these are forums, again, old stuff.

The strangest thing is that I couldn’t see anybody else. I felt all alone. There is no networking here. I don’t know who else is registered. There is no search. A “Take me to” function first gave me a 404 (dead link) and on a second try took me to a Sun’s columnist blog which was very unpersonal.

I couldn’t see any place on “my” home page for my friends. I can’t upload any content though I could blog (to who? who is looking?). The Sun doesn’t even invite me to send scoops or stories the way CNN does with i-report.

So, overall, MySun is a disappointment. It is just a personalized news page, something I have been able to get from Yahoo, Netscape, AOL, Google… hell loads of places, with the enormous disadvantage that all the news I get comes only from The Sun. They have failed to attempt to create a sense of community and shunned any and all content I may have wished to contribute to (and in the process enrich) the newspaper.

Prediction: If MySun is to last, it will need to undergo major changes that embrace social media.

tags: media social networks Sun