More Social Networks?
So how many more social networks are going to be launched? Obviously social networks were a great option for marketers three years ago, but it doesn't make much sense for a brand like Target or Irish Spring to start a social network/online community.
Many big brains, like Bettina Bennett over at MRM International are already working to tackle this problem. The thing is, is it too little too late? Are we about to ride a wave of "me too" type social/online efforts? Or are there viable providers who could help us?
Lastly, is this an Identity 2.0 problem, or something more basic?
Many big brains, like Bettina Bennett over at MRM International are already working to tackle this problem. The thing is, is it too little too late? Are we about to ride a wave of "me too" type social/online efforts? Or are there viable providers who could help us?
Lastly, is this an Identity 2.0 problem, or something more basic?
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Replies to This Discussion
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Permalink Reply by Kevin Glennon on
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GREAT point! I make this argument a lot! I use Facebook as the MySpace for professional stuff, but LinkedIn as the insurance to Facebook. So old high school friends who are troublemakers can be my MySpace friends, but I'd never let them in on Facebook.
Then again, Facebook was a college-first network, which means that a gigantic portion of the core was MySpace-like. LinkedIn seems to fix that, but just like with Highlander, it seems like there can be only one.
It would be better knowing that I can always be me, and better yet, I can define my "me's" and then rest assured how I am seen. The crazy college me is "Kevin 1," the professional me is "Kevin 2," the sweet, single guy looking for a date is "Kevin 3."
But as we go down that path, we also start treading the path that is known as T-M-I...
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Permalink Reply by bmassey on -
It's hard enough keeping up with our lies in real life!
Danah Boyd makes a great point about MySpace and Facebook: MySpace is the blue collar network. Facebook is the network for college students and grads. It's more white collar. FWIW.
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Glad to hear somebody has authority to say what we all already knew.
What does Danah say about anything discussed in the previous paragraphs of this thread?
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Permalink Reply by Sunil Shibad on
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The words" Social Networking" makes me want to barf.
Move on folks!
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Errr... move on the the next big thing.
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Permalink Reply by bmassey on
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So, what do we think the next big thing is? I'm not sure we need another next big thing just yet |-P
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Permalink Reply by Eugen Suman on
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there may be more launched, but after the quetchup scam / spam I doubt there will be too many willing to register. Plus, you've got facebook, and several different others for professional networking and discussions (such as adgabber), who needs more?
After myspace, facebook and twitter, all the other ones that spawned were just metoo products. all others that will spawn will be the same - unless, of course, someone comes up with a brilliant idea.
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I think there are some brilliant uses of social networks left. I think Weber (grills, grilling) still is missing the boat on a great opportunity. I think Jeep is idiotic for not raking in all the Jeep-fanatic sites into one. There are so many brands that naturally lend themselves to social networks that it's mind-boggling.
But who wants a social network about catsup (ketchup)? It doesn't work for everyone. Worse, the companies that start a small social network with the intent of tearing it down when their timed promotion is over. Social networking is a delicate tool with great opportunities and specific uses. Not doing social networking right could potentially cause much more harm than good in the long run.
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you don't know about the quetchup fiasco? what they did?
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Permalink Reply by Harry Webber on
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Social Networks are niether social or networks. They are neostatus symbols for a few million early adopters to brag about belonging to. After the novelty wears off they turn into vast cyber graveyards like Friendster. What is most interesting about MySpace and Facebook is that they are becoming alternatives to standard eMail. Which is more of a statement about the failure of eMail than the success of MySpace or Facebook. As for Social Networks having a life as Brand Communities, I haven't met anybody on the client side smart enough to fund such a venture. ( other than the Java developer community started by Sun Microsytems.) But that doesn't mean there isn't somebody out there trying to figure out how to get a pilot project started. True Social Networks need to be developed around shared values. The need to network is not a shared value.
I got a request from an active AdGabber member asking for an introduction to a board member of a new startup. It came through LinkedIn and obviously went out to hundreds of this person's friends. As luck would have it, I have the perfect contact for this person. But why would I ever open my Rolodex to such a blind request? The need to network is not strong enough to sustain a Social relationship. Not when it gets in the way of common sense.
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Permalink Reply by bmassey on
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"True Social Networks need to be developed around shared values. The need to network is not a shared value."
This is they key. Social networks are both, and only neostatus symbols to a percentage of the members.
Facebook and Myspace may well be become "cyber graveyards", but only if they don't change. Right now they're helping millions understand how they can team around shared values. This is the training ground.
Those communities with staying power will have to have a problem to solve, or something to create, I predict. Facebook and Myspace aren't the entire market, they're just the biggest.
And I know that you've participated in two social networks, LinkedIn and AdGabber. Are these a neostatus symbol for you?
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