In recent years, Facebook, Twitter and LinkedIn have all been dominant in online marketing strategies as they are often less complicated for marketers to get their heads around. But, recent research carried out by Reuters and Ipsos has found that some people are getting bored of Facebook, and it could be the perfect time to broaden your brand’s horizons and step into the niche sector to more specialised platforms.
Another way of looking at niche social networks is as a booster to the networks at the social media top table. Lbi communication and social strategist Graeme Wood suggested brands use niche networks to enhance existing social strategies allowing the brand to gain the most benefit.
For those of you not familiar with the new networks making a splash in the social pond, here are some examples:
With the exception of Instagram and Pinterest which are steadily becoming more mainstream, Quora is one of the more well-known niche platforms. It has the same feel as LinkedIn as well as being a question-and-answer-based network.
SumZero is another smaller social network. It is aimed at professional investors and provides a platform to share trading ideas as well as networking.
Best of All Worlds
Best of All Worlds is the ‘go-to’ social network for “leaders in their field”, whether that’s media, investment banking, fashion or politics. The invitation-only site is designed to help users find events and contacts as well as giving members access to city guides and the option to view others’ recommendations.
Although not directly related to business matters, StachePassions, a social dating site specifically for those who like people with moustaches, is an example of just exclusive niche social networks can be.
Ofcom has crunched the numbers on UK media consumption. The findings of its annual Communications Market Report showed that on average, Britons spend just over seven hours of their waking day using media and communications. More if they were multi-tasking – the figure was nine and a half hours for 16-25 year-olds.
Social media accounted for a quarter of online use and Facebook drove most traffic. Twitter took second spot, pipping LinkedIn and MySpace. The majority of social media users were 16-36 year-olds but older people were increasingly signing up for services. There’s also been an exponential growth in the number of people using mobile phones to surf the web and Facebook accounted for almost 50 per cent of mobile traffic. (BBC News 19/8).
In related news microblogging, social media, netbook, dictionary attack, paywall, & tweet-up have all been added to the Oxford English Dictionary.