3 NING Social Networks to Watch

The latest buzz around social networks - meaning the big guys like Facebook, Bebo, CyWorld and MySpace  - is about whether the services can ever turn into legitimate, profit-making  businesses. There is the usual hype-leads-to-backlash-of-criticism phenomena going on. Meanwhile, services like NING crank out hundreds of niche social networks for university groups, raw food enthusiasts and a private network for roadies. It's worth taking a moment to look at three examples of social networks on the rise. They are never meant to rival Facebook. Many are not meant to be revenue-generating directly. But all of these examples are serious social nets for the members involved.

Society for Word of Mouth (SWOM)
Started by Jackie Huba and Ben McConnell as a social network for word of mouth marketers focused on small business, the community has grown to 909 members in only a few short months. I am a member but admittedly don't spend as much time there as I would like. The site features member pages and groups. The forums have a few threads that are active. They have just hired a community member to become the community manager. She will no doubt fuel growth amongst the forum threads and even get the Events listing happening.

This is a commercial venture for Jackie and Ben. They have Google Ads and you can contact Ben to talk about more integrated advertising opportunities.

What's the point? Simple, this community will grow into a great idea exchange amongst people enthusiastic about word of mouth marketing (or as they clarify "an operational belief system"). Jackie and Ben will steward that community and offer valuable content and experiences for the business people who are members. Here's how they describe their purpose:

"1. To be a free social network for the true believers of word of mouth (or the merely curious);
2. To be a premium educational resource for making word of mouth fundamental to the DNA of any organization.

For the second part of the mission, SWOM will host webinars, training opportunities and produce educational materials in the weeks and months ahead. Plus, we'll have in-person events. Fun events!"

SWOM allows a community to grow organically around a BtoB knowledge delivery and networking service. Ben and Jackie provide the critical core  - the flint, if you will, for what will inevitably take off as a wildfire.

Firefighter Nation
Billed as "The Professional & Social Network for Firefighters, EMS and Rescue," Firefighter Nation boasts 21,000 members! Within the network, they have groups for Australian Firefighters, Firefighter Workouts, and an invite-only group for Fire Chiefs.

Thousands of pictures, 3500 videos, over a thousand message discussions (threads?) - there's a lot going on here. Dave Iannone is the founder of the service and is actually nearby in Maryland. I love that his bio says that he started working at the Hyattsville Fire Department when he was 12! Like Jackie and Ben, he's a professional (he has been working in media for a while now) and the solidness of the community probably has a lot to do with his efforts and knowledge.

He's got Google Ads on the site and what a great place to get in front of upwards to 20K fire and EMS professionals.

The Hoff
Yes, as in David Hasselhoff. I assumed this was the over the top ramblings of a rabid fan (I am a rabid fan of plenty of folks so this is not meant in any way to criticize Hasselhoff fans). But then I noticed two things. First - there are almost 9000 members on board. Second - this is David's social network for himself and his fans.

I love that the blog posts are from him and that he shared a whimsical video shot by himself in front of the Eiffel tower in a tie. Fans can connect directly with him. Using the SayNow plug in, fans can leave audio messages at a phone service ("Hassel the Hoff"). They are encouraged to photograph themselves around the world with "Hoff Around the World" signs set in the most extraordinary typefaces ever to print off a desktop printer.

This is a great example of a performer taking the bull by the horns and managing their "brand." I don't know how much credit to give to David or to the company that discretely advertises on the site - iconduit - as a media agency for iconic talent, which David definitely qualifies for. I choose to believe that the blog posts and videos are David-generated with a minumum of coaching

There are 41 members in the "Hoff for President" group. That's more than the "Metal Fans of Hoff Society" group. I know that's significant, I just don't know how.

Three good examples of how social networks arr growing and flourishing. No one's going to get rich with Google Ads but it's a start. Do you think that 1000 word of mouth marketers, 9000 David Hasselhoff fans or 21,000 firefighters might be a great connection for the right marketer?

Comments

[Jackie Huba]

Thanks for the mention John! We have much in the works for SWOM. Stay tuned : )

[Harro!]

Ning looks very similar to Blogger in terms of layout.

[Craig]

Considering that there are now so many social networks catering to such a wide range of niches, my biggest problem is finding ones relevant to me and related to my specific interests or product niches. Google seems to be inefficient and returns alot of irrelevant results. A good resource that I use to find them is this directory of social networking sites

[jhholmes]

BEWARE: If you create a social network on Ning, they will steal ALL of your member data...forever..without the consent of you or your users...they will put that data on Ning.com.

http://www.chartingstocks.net/2009/03/ning-exposed-tech-company-ning-scams-its-clients/