Call me lazy, but when it comes down to it, I can only check so many Web sites in one day. And in turn, I can only update so many profiles on so many social media sites a day.
That's why I'm somewhat baffled by the seeming explosion of niche social media sites, specifically ones sponsored by companies.
For example, take the upcoming "The Juice" social media site, sponsored by Trop50 (aka 50 percent less calories and sugar per serving Tropicana). This Brandweek article profile of Pepsi's social media head describes as a place where "women can talk about everything from diaper rashes to pancake mixes to time management."
Maybe I'm missing something here, but why would I want to create yet another account for another social media site, specifically one that centers around orange juice? There's nothing unique at stake here.
I look at our own U and I see where the attempts for the niche alumni association social media site have gone. We've already been through 2 software systems, and yet I seem to get connected to more alumni via Facebook than through the "official" alumni association site.
In many cases, if you're looking to create a niche social networking/media site for your institution, you need to ask yourself a question:
- Are the features/content we offer so unique that they will entice people to become regular users?
However, if what you offer people is unique and cool -- say a chance to win free admission, talk to the president of your school unfiltered, ask the head coach questions before the big game -- well then, you could have something on your hands.
As we well know, no online community succeeds without users. And you have to accept that users have only so much time/attention they can give to sites. Sure, they might join up at the beginning to try it out, but DW wonders if The Juice and its peers will still be active and humming a year from now.
It's the content that keeps them coming back.
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5 comments:
I agree. I think its nice to create a niche for incoming students perhaps who may be shy about their new experience and looking to connect in a secure location, but even that has me on the fence.
Like you said, if the tools already exist, why spend time creating the wheel unless its a new wheel with a new purpose.
@jesskry
Faceobook Connect (and for those schools using gmail as standard, Google Connect) changes the game by allowing a separate view of your current social network.
This might be useful.
I'm completely with your main hesitation at creating "yet another social network." Especially when it's a private network provided by a vendor.
These Connect initiatives allow functionality on top of the current social network, so it doesn't have to be another thing, but instead it can be a seamless compliment.
It's similar to the Twitter ecosystem, where the open twitter API created an opportunity for Tweet Deck Groups to be a really useful addition.
Tweet deck is not another twitter, it's a way to further socialize the core twitter functionality.
It's possible Facebook connect could be similar, with a chance to add an educational context to the "social graph."
There are many folks experimenting, both in and outside of universities. We'll see!
Well said. I have long been amazed at the attempt to setup social networks around almost nothing at all. "Juice" as the central reason for joining a group is crazy. One niche SN I have seen work successfully in Higher Ed. is the DePaul Quad - a social network for the Parents of students. It's a closed system so the families can share and talk openly. Think about the draw for a Mom or Dad who is saying goodbye to their child for the first time - and being able to connect with Moms and Dads going through the same thing...it's genius.
Thanks for all the comments everyone. Glad I'm not the only one tired of the social media site parade.
Tom, I hadn't heard of that DePaul one -- it's intriguing and it highlights bringing unique, fresh content to the table to encourage repeat users.
I very much agree that in a rush to get involved in "social media" people have spent some unnecessary time and money creating networks that don't offer much value. Kevin has a great point that Facebook Connect and Open ID might change how we see this functioning.
Tom - a social network for parents is one of the takeaways I had from speaking with several different parents recently (and I'm the last person stand behind creating a completely custom social network). Parents (for some institutions) are highly involved and have several reasons for wanting to build relationships with other parents that a network could provide. Most parent sections of University sites are very static and a "social network" could help them meet other parents and ask questions without having to know an email address or even another parent's name.
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