Micro Communities
"If the Delano has taught us anything over the last 10 years, it's that less is more and to maintain exclusivity you must first create demand through desire and intrigue. This is not a new concept for many marketers - heck, American Express wrote the book on it with the launch of its Gold, Platinum, and now, its Centurion Black Card. Publishers like NicheMedia (parent of Hamptons, Gotham and Aspen magazines, among others) have taken the model to new heights. Yet, MySpace, Facebook, LinkedIn, Yahoo Groups, and legions of other 'mass' social networks continue to open their doors to millions of netizens when, in fact, they should be considering new ways to close or limit access and create specialized content for 'micro-communities'. [...]"
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I think that the phenomena of communities online is still young. We started off having communities that accepted everyone and didn't have a specific scope, or communities with a specific scope that later on became huge and forgot about the initial goals. For example both MySpace and Facebook were specific in music for the former and colleges for the latter. Now that they have lost their focus and are used as platforms for everything, from sharing pictures to messages etc will users start to abandon them or not? I think that users are going to look for more specific communities, groups in big communities are not enough. If i have a great passion and i learn that there is a community outthere only about this passion i will chose that. Maybe it won't replace facebook, but my newly chosen "passion community" will have a defined and faithful market. If my "passion community" doesn't exist i will create one...not that hard anymore. These huge communities need to refocus and make sure that both the company and the users understand the real added value or else once Facebook or MySpace are not "the thing" users will leave
Ziona Etzion
I agree with you that people should have a goal, common purpose to spur them on.For instance here the common purpose is the niche of moderating.
Yet facebook certainly works for me...
The next step is to monetize the communities that time spent will receive some
form of compensation.
All the communities build followers and then they look for a business plan.
We think different...that there should be all the parameters in place to build a
community and then go out.