MySpace still rules the web. The site took the overall page view lead from Yahoo! in November 2006, and hasn't looked back since. According to a Pew Internet Report on Teens and Social Networks, which came out around the same time, more than half (55%) of all of teens use online social networking sites. The survey also found that older teens, particularly girls, were even more likely to use these sites.
But massive social networks are so 2006. This year, it's all about niche social networks.
As usual, teen early adopters lead the way, and where they go, marketers will follow. Tampax bypassed MySpace and developed a campaign with Takkle, a social network for high school athletes. Girls submit a video clip of a cheerleading routine, with the community-determined winner taking home $10,000. It's also a way for Procter & Gamble to build it's database of names on BeingGirl.com, an education and information site sponsored by Tampax and Always brands. While WalMart's generic teen site was widely derided and ultimately shut down, it makes sense to develop a social platform that's directly aligned with a niche interest, particularly something private and potentially embarrassing.
Anheuser-Busch chose MingleNow, with a mere 300,000 members, as a partner to develop Clink, an unbranded photo-sharing site showcasing the bar scene. Why MingleNow? For one thing, there are too many underage members on MySpace and FaceBook.
As social networking goes mainstream, will everyone find a vertically-oriented niche that aligns directly to their interests? And where will that leave "mass-market" social networks?
[photo credit: m.a.x.]
Misha Cornes
in
threeminds predicts
|
Permalink
| Comments (4)
| TrackBacks (0)
|
Strategists & Planners
Comments (4)
I can't help but wonder whether as these social network sites continue to focus more and more on niche markets, that maybe they'll simply dissolve. Think about it, as more and more of them splinter off, sooner or later, there's nothing left to the concept. Eventually, users are bound to find it too tiresome to bother with social networking sites, and end up opting out of the fad altogether.
After all, the allure of MySpace was that everyone was doing it.
Posted by Bourbon Hipster | March 12, 2007 5:30 PM
Posted on March 12, 2007 17:30
First of all thanks for sharing your thoughts. I also have the strong feeling that niche markets will more and more be target. Another nice example is www.shareyourlook.com which ich targeting a fashion interested consumer. Furthermore business will get more and more involved. Smart brands are already establishing there own communities coke studio and vplusfriends are only two examples.
Posted by Sebastian Niemeyer | March 14, 2007 3:58 AM
Posted on March 14, 2007 03:58
This reminds me of this article i read.
http://m4th.com/Articles/Article.php?Article-Title=Anatomy-of-a-Successful-Social-Network
Myspace loses it's appeal the bigger it gets. Yeah sure everyone is doing it but when your mum has a myspace page it's time to leave.
Posted by ash | March 23, 2007 10:05 PM
Posted on March 23, 2007 22:05
Whoops URL got stuffed. Try this
http://tinyurl.com/ydcvcv
Posted by Ashley | March 23, 2007 10:06 PM
Posted on March 23, 2007 22:06