Why pick the Elgg platform?

Following my previous post on as a social networking site running on the Elgg platform, I was curious about Elgg. 

While Facebook and Linkin are social networking sites that allow some functionality for creating networks within networks, Elgg is like Ning, probably the most popular and well-known social networking platform, that allows you to create your very own social network. However, unlike Ning, Elgg is open source, allows more owner control - including the branding, the domain name, the features, the design, the community rule, or even the database, and lets you run your social network on your own server. Elgg operates on a LAMP (Linux, Apache, MySql and Php) environment and it is easy to install and configure.  Elgg also won best open source social networking platform in InfoWorld's 2008 Best Of Open Source Awards, which might indicate why UNESCO used Elgg for the site. in 2008 chose these Elgg as the best open-source social networking software, followed by mahara, Loved by Less, Xoops with Yogurt social network extension, and AROUNDMe. Read more details here. Makeuseof selected Ning, Snappville and CollectiveX as the top three hosted social networking sites for non-geeks (details here).

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