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CONSULTING GROUP
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20 Viable Social
Network Ideas
Pat Kitano,
MediaTransparent.com
What Makes a Viable Social Network?
1. Common Purpose
Participants Need to Network
and Collaborate with Others in
their Field
Make it Scalable
2. Critical Mass of Users
12,000 Beekeepers in the US
don’t scale… over 2 million
involved in the Real Estate
Industry does scale
Networks are more Viable
when there are a Lot of
Participants
Make it Attractive
3. Networks Need Leaders
Do-It-Yourself Networks
Started by Unknowns
Rarely Gain Traction
Use Celebrity
3. Networks Need Leaders
High Profile Works to
Attract Followers
Marc Andreessen, Founder and Ning
and Netscape has built Ning into a leading
DIY social network platform
Make it Indispensable
4. Networks Need Data
Networks Should Leverage UserGenerated Data that Fuels the
Context of the Conversation
Give it Integrity
5. No Participant Spamming
Networks Don’t Work if
Participants Use It as an
Advertising Platform
Make it Easy to Use
6. Networks Need Simplicity
Twitter Simplifies Broadcasts to
your Network
In 140 characters or less
Certain Verticals Scale Well
Self Expressive
Verticals
Consumer Advocacy and
Opinions
General Social
Networks
Cultural Verticals
General Social Networks
Too Many to Count
Friendfeed Profiles all these
Networks
Cultural Verticals
Social Networks based on
Cultures Evolved Early
Culture
Academic
Age
Political
Dating
Some Networks Grew Up
Self Expression Verticals
Video, Music, Sports and
Travel are Highly Personalized
and Emotional
“Porn can be included, but very few
(except those with webcams) want to
identify themselves”
Opinion Verticals
Online Shopping Sites
have Well Developed
Consumer Communities
Local Review Sites
have Become Big
Brand Names
What Doesn’t Scale
Hobbies
HVAC Network
Small Industries
Specialist
Occupations
What Doesn’t Work
Litigious Industries
“Health Care Professionals Can’t
Contribute Advice Online without
Liability Issues”
So They are Forming their
Own Closed Networks
Few Industries have Social Networks
Real Estate is a Unique
Industry Vertical that Uses
Social Media for Lead
Generation
Some Big Industries are
too Arcane for Networks
What would a Community of
Pharmaceutical Workers Discuss?
Ten Industries that can Support Scalable
Social Networks
Restaurants
Food
Travel
Academia
Retail
Global Trade
Fashion
Green
Hollywood
New Age
Restaurant Industry Network
FohBoh.com is a Good Example
of a Restaurant Industry
Network that Connects Restaurant
Workers
Foodies Network
Recipes have been
Exchanged for Centuries
“Great Synergy with Restaurant Networks”
Travel Industry Network
TripAdvisor.com is for Consumer
Content, a Travel Industry Network
Discusses Travel from an Industry
Perspective
“And Consumers would Peruse for Deals”
Retail Network
Retailing is a Vendor Intensive
Industry that will Support
Diverse B2B Conversations
Film Industry Network
The Ultimate Networked Industry
icewhole is a first, but
Celebrities could Ignite a New One
Global Trade Network
Potentially Multi-Lingual,
Participants Discuss
Import/Export and Market
Opportunities
“…but they have to contribute
substance, and not spam deal
flow”
Academic Research Network
Academic Research is Opaque
and Siloed behind University
Gates… a Collaborative Network
can Open these Walls
Green Network
Green / Clean Living
Social Networks for the
Betterment of Humanity
and the Earth
“Buzzword du Jour”
Self Help / New Age Network
Highly Personalized
Content Inspires Loyal
Participation
Ten Occupational Social Networks
Car Mechanics
Insurance Agents
Law Enforcement
Lawyers
Truck Drivers
Teachers
Paparazzi
Consumer Advocates
Performing Artists
Case Study Network
Car Mechanics Network
Leverage the Popularity of
NPR’s Car Talk to a
Community of Car Mechanics
Describing How-To’s
Law Enforcement Network
The Popularity of Reality Cop
Shows Translates into a Reality
Community that Talks about their
Life Work
Truck Drivers Network
CB Radio Fueled the First
Occupational “Network” in the
70’s… Mobile Devices and Wifi
Truck Stops Should Fuel this
Community
“…unless they die crashing
while thumbing”
Paparazzi Network
Celebrity Flickr?
Gain Notoriety!
“This is a No-Brainer”
Performing Artists Network
Bringing Performers, Pro and Amateur,
into Conversations and Videos about the Arts
and Production
“Schools especially Need Resources for
Amateur Productions”
Insurance Agent Network
Insurance of All Kinds
Confounds the Consumer
Like Real Estate Bloggers, Insurance Agent
Bloggers don’t have to Discuss Boring
Insurance Issues, They canTrack their
Neighborhood
Lawyers Network
The Diversity of the Law
Promotes Knowledge Sharing and
Networking for Resources
Legal On Rmap is a Closed Invitation Social
Network… an Open Network would Benefit
the Masses with General Advice (under Blanket
Disclaimer, of course)
Teachers Network
Teachers Network for
Jobs, Curriculum Ideas
and Self-Marketing
Teachers.net Comes Close, but its
Forum-based Community doesn’t
Profile Participants
Consumer Advocates Network
Consumer Reviews are
Currently Ensconced in
Shopping Sites
Develop a Massive Product
Database and Let Users Rate and
Review Them
Consumer Reports Online doesn’t have
Community because they still want to
Charge for Content
Case Study Network
For Managers Everywhere,
Create and Upload Case
Studies for Distribution and
Feedback
“Case Studies are
Effective Resume
Supplements”
MediaTransparent.com Documents the Future
of Social Media as it Converges with the
Mainstream Media
From the Author of Transparent Real Estate
Domus Media Builds Social Media
Pat Kitano, Domus Media, pkitano (at) gmail