Dumb Social Networks

Message to marketers: Don't create Dumb Social Networks

Embrace new technology and trends, but do it in a way that is consistent with your users needs and behaviors. Social networking is all the rage thanks to the popularity of MySpace and Facebook. But do your customers really need an exclusive social network for your company, product, institution?

Remember, the value of these networks lies in the size and activity. Its like a house party. Everyone wants to be at the biggest, coolest party. And when the find it, they want to hang out -- people spend hours creating and adding to their profiles on My Space or Facebook. Will they really take the time to create a new profile in your network? If you create a social network for 82 people brought together by an irrepresible interest in West Indian pottery, chances are the network will struggle to survive.

In a recent addition of DM News, an article described Intel's plans to create a social networking site for its users....which users would those be? Isn't that a bit like the freon supplier creating a social network for air conditioner installers? Or would it be everyone using their freon in an air conditioner? Either way, I don't get it.