Social Networks Decision Trees

Elizabeth Dunn has an interesting post about how a mid-size nonprofit might make a decision about putting up a profile on a social networking site versus a white label social networking site.

Set up, Maintain, and Build A Community Around a MyFace Profile

1. Facebook and MySpace are good for reaching younger supporters
   AND
2. It’s likely that usage by oldsters will increase over time
   AND
3. It would be great to reach those younger, tech-savvy audiences we are currently not reaching
   AND
4. It’s clear that our organization should be fluent in the language, etiquette, and mores of Social Networks
   SO
5. Let’s consider developing some small, manageable project - suited to our mission, strategic plan, and budget - that might be obtainable by getting started on a big box social network.

Create your own branded Social Network

1. A custom social network might fulfill different needs and desires, such as better branding, more custom features, and improved data integration
   AND
2. We could improve our services to our current members
   AND
3. We could help introduce our more tech-resistant constituents to the language, etiquette, and mores of social networks by giving them a safe, familiar place to get started
   SO
4. Let’s see if building a custom social network fits our mission, our strategic plan,  and our budget.

Rich Reader over at NetSquared has some thoughts

Why not roll your own social network, include the OpenSocial API, and have applications, groups, widgets and portals to your site in any number of the “OpenSocial” platforms? Whether an existing member of your organization chooses to participate in any social network or not should not affect your decision to have a presence (group and/or application) in the social-networking space.

A key expressions on the lips of media people today is “create it once, and re-task it to many platforms and purposes”. So, while we can all agree with Ben Rattray about the paucity of tools, features, branding, and data integration in any of the social networks, we should also be considering how these attributes of our sites can be shared to the portals, groups and applications that we install on social networking sites. Ben’s observation that we should avoid letting our “roll-your-owns” become “silos” speaks to the need for openness and cross-network integration.

If we architect our profiles, groups, widgets, and applications to interact with our sites from the outset, then the incremental ROI on maintenance of this overhead will be tremendous.

I'd love to see a logic model for both approaches and then you'd have a way to decide.

 

Comments

[Elizabeth Dunn]

Thanks for the mention! I entirely agree with Rich's point about keeping custom sites open in architecture, and with your desire for a logic model...

[Kevin Gamble]

I like where this is going. I'd love to work on the logic model, but you need to know that I'm biased.

[Beth Kanter]

I wonder if we could adapt the logic model for advocacy?

[Elizabeth Dunn]

I'm on the job. Can I send you a draft?

[Brian]

Could VOIS.com become another Facebook?

Since the advent of social networking sites in 1997, the phenomenon has taken the world by storm. Once called a passing fad social networking is now a thriving business, in 2006, alone it garnered over $6.5 billion in revenue, while the three biggest players, connected over 280 million subscribers in a way never known before to society. This form of connection has drawn the globe closer together than anyone ever predicted.

Just a few years ago, MySpace.com, solely dominated the social networking site market with almost 80% of the social networking site market but now websites like Facebook entered the social networking site race becoming the 8th most viewed website in the U.S. according to web measuring traffic site Alexa.com. Facebook.com which originally started at Harvard University , later extended to Boston area schools and beyond has mystified many naysayer's with its explosive growth over the last three years and an astounding asking price of $10-$15 billion dollars for the company. But who will be next?

Who will carry the torch into the future?

With the rapid growth of the likes of MySpace and Facebook the burning question on everyone's tongue is who is next? As with any burgeoning field many newcomers will and go but only the strong and unique will survive. Already many in the field have stumbled, as indicated by their traffic rankings, including heavily funded Eons.com with its former Monster.com founder at the helm, Hooverspot.com and Boomj.com with its ridiculous Web 3.0 slogan. There are many possibilities but it is a dark horse coming fast into view and taking hold in the social networking site market at the global level that has us interested the website - Vois.com. Less than a year ago, this newest contender directed at 25 to 50 years olds graced the absolute bottom of the list with its website ranked at a dismal 5,000,000. With not so much as a squeak this rising star has come from the depths of anonymity growing an eye-popping 10,000% in less than one year to make itself known worldwide now sporting a recent web traffic ranking in the 5,000 range.

Understanding the Market

When people in the United States hear about Facebook and other services such as MySpace the widely held belief is that these websites are globally used and are as synonymous as Google or Yahoo in regards to having a global market presence. This idea is completely misguided. Now it is true that both of these social networking giants are geared to service the western industrialized cultures but when it comes to the markets of the future, the emerging markets, they have virtually no presence. The sites themselves are heavily Anglicized, and Facebook in particular has an extremely complicated web interface that eludes even those familiar with the language, making them virtually inaccessible in other parts of the world even where English is the main language.

Our interest in Vois is global and geopolitical. Simply, Vois understands this lack of market service and is building its provision model on a global research concept developed by Goldman Sachs a few years ago. The concept is basically predicated on the belief that beginning now using current economic models and continuing those models over the next few decades will lead to a major paradigm shift in the world regarding nations who are current economic leaders like those being the USA and the other members of the G-7 and those who will become dominant in the world economy mainly the BRICs. In the Goldman research report Goldman highlights the fastest growing nations and has dubbed them with the two acronyms BRIC's and N-11. BRIC standing for ( Brazil, R ussia, India and China) representing the fastest growing economies and N-11 or what are being called the Next-11 representing the next 11 countries to emerge as future important economies such as Bangladesh, Egypt, Indonesia, Iran, Korea, Mexico, Nigeria, Pakistan, Philippines, Turkey and Vietnam. This approach has already been implemented with some success with companies like Orkut, who has over 80% of the market share in Brazil and large holdings in India and Eastern Europe . Other providers such as Hi5 have the world as their focus and are making great strides in global market share while Facebook builds itself into a niche provider wholly unready to take on the world.

A Growing Presence

As Vois breaks new ground in the world market pursuing previously ignored demographics, they afford themselves the opportunity of tremendous growth unfettered by the giants such as Facebook and MySpace. While cultivating this new user base, Vois will also be able to monopolize on their business revenue strategies, creating an area of commerce that will make their site increasingly attractive to business and users the world over. This concept, dubbed sCommerce, allows the subscriber to promote themselves in both personal and a professional fashion while giving them the option of setting up shop on the site. This approach will allow business owners to target their market in a way never before allowing them to focus on interested groups of individuals while providing follow-up without having to commit to wasteful blanket campaigns that are typically the order of the day. This newfound border will allow Vois to explore new revenue models while provide a tremendous service for both their regular subscribers and business subscribers alike. With all this going on, rapid traffic growth to the site, we pose the question - is Vois the next Facebook, it sure looks like it but only time will tell….