What is your tolerance for social networks?
The marketing world seems to be waking up to the idea of defined social networks. As loathe as I am to make predictions, I think we’ll see a surge in the number of such networks in 2007. Toyota, for example, just launched one for hybrid owners. On the site—which takes a number of cues from MySpace, registered hybrid owners can upload photos and videos, form groups based on characteristics ranging from age to vehicle color, and receive targeted messages from Toyota. More than 10,000 people have signed up since the site launched within the last couple days.
In my experience, hybrid owners probably would want to meet and share experiences with one another. But Toyota isn’t the first company to launch a social network in the MySpace mold; in fact, it isn’t the first company to launch one about cars. (That would be Edmunds.) I know of other companies that are ramping up such efforts for launch in the next few months.
All of which makes me wonder just how many social networks one person can belong to without suffering social network burnout. Any one person can be a hybrid owner, a water skiier, a parent, a chemical engineer, a movie lover, and a pet owner. If that one person joined a social network for each of those characteristics—along with some generic networks like MySpace and LinkedIn, he’d be spreading himself pretty thin. I suspect the enthusiasm for participating in social networks might grow at first, but then people will scale back their involvement to the two or three networks about which they are most enthusiastic. That means there will be a lot of inactive accounts and hyper-inflated membership numbers in the months ahead.
How many of these networks do you think you could belong to before your participation became an occasional diversion instead of a consuming passion?
01/05/07 | 9 Comments | What is your tolerance for social networks?