Revolutionary Measures


There are a lot of people convinced that what the world needs is another social network. After all technically they’re pretty simple to set up and if half the world is on Facebook, there’s still plenty of opportunity to recruit members.

Image representing Microsoft as depicted in Cr...

Image via CrunchBase

I’m being flippant, but in a week that saw Microsoft launch two forays into social networks, I think that’s time for a reality check in the area. To be fair to Microsoft, the mooted $1bn acquisition of social enterprise platform Yammer is a logical move. It means it can add collaboration and social network style features to Microsoft Office, helping tighten its grip on enterprise desktop software. Essentially it’s meeting the continuing corporate desire to help share information and enable collaboration that has been going on since the launch of Lotus Notes and intranets 20 years ago. So, social network yes, Facebook competitor no.

Microsoft’s other new social network is a lot more difficult to fathom. Described as ‘an experiment in open search’ it is designed to be a layer on existing social networks, with a particular focus on social search (something that Microsoft’s Bing search engine is also majoring on). All a bit confusing and really lacking a killer reason to sign up. I can only guess that successful bits of will be integrated into Windows Live and Bing – but that really relies on people using the service to test it and see if it works.

I’ve talked before about how any technology (including social networks) has to cross the chasm into the mainstream from early adopters if it is to be a lasting success. Another useful bit of business development thinking is that in mature markets there are essentially four positions to be in. You can be the market leader (Facebook), the follower (LinkedIn), the challenger (Google+) or successfully own a niche (such as Twitter). Outside these four it is difficult to build the scale you need to succeed as a decent sized social network – it really relies on getting people to sign up and use the service on an ongoing basis. As Apple has found with its Ping music social networking service, which is rumoured to be closing, brand name and access to a potential audience isn’t enough to get people to sign up.

So whether you are marketer or a social network startup take a good look at the business development textbooks before you launch and ask yourself does the world really need your social network?

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June 18, 2012 Posted by | Marketing, Social Media, Startup | , , , , , , , , , , , , | Leave a comment