The Writing On The Wall
See that blue line on the graph? That represents jobs data for the TV news industry according to Simply Hired. For those of you who don’t know me, I’m a network news cameraman by trade, still clinging on to rapidly diminishing fortunes. The more appealing green line represents job data results for “Social Network”. So as that downward job trend continues across legacy media, I still believe there is tremendous opportunity in social media.
The New Television
About a year ago, I came across an interview with August Capital’s David Hornik. In this interview, Hornik refers to the sum of all of this social media as “the new television” and that “we will see increasingly specific social networks”. Both of these notions really struck me, and in my own post then, I hinted at a venture that incorporated those ideas.
The State of Social Networking Today
Since then there has been a lot of hype about social networking. From that hype has sprouted numerous white-label social networking platforms prompting this article in TechCrunch and this follow-up.
In the second post, Tech Crunch writer Mark Hendrickson looks ahead:
It will be interesting to see over the next few years whether this demand further intensifies as potential customers realize the value of niche social networks, or whether it slackens as people get over the hype surrounding this aspect of Web 2.0.
Many of these companies are targeting large, well-established organizations with deep pockets. Scan the chart and you will see big-name media companies, educational institutions, and corporations
-Mark Hendrickson, TechCrunch
Well a year later the results are in, and it doesn’t look good for corporate social networks. A recent Deloitte study, featured in the Wall Street Journal showed that the vast majority of them had failed to attract people.
One of the hot investments for businesses these days is online communities that help customers feel connected to a brand. But most of these efforts produce fancy Web sites that few people ever visit. The problem: Businesses are focusing on the value an online community can provide to themselves, not the community.
-Ben Worthen, Wall Street Journal
The article goes on to cite some staggeringly bad statistics and is pretty gloomy, but appears to put the blame sqaurely on the corporations, who just don’t get the community spirit thing. Marhsall Kirpatrick has his typically droll take on all of this, pointing to a social network built around a cat litter brand, that is emblematic of these failures.
Social networks where a brand name product is what everyone rallies around are a dumb idea. They are stupid. No one should submit themselves to the indignity of creating a user profile and friend connections based on cola or cat litter.
-Marshall Kirkpatrick, Read Write Web
Hehe.. I like Marshall. 
Kirkpatrick also appears to be bullish on niche market social networks.
Building A Community Around Passionate Fans
As some of you know, I’ve been working on something along these lines for some time with a business partner. We are perilously close to unleashing it upon the social web. We feel we have built the foundation for a strong web community that celebrates the passions of a creative constituency. But simply because we aren’t a corporate site, doesn’t mean that we won’t face our own EPIC FAIL. It’s all in the execution. We have partnered with white-label social network developer, Pringo, to design and develop this space and are currently in PRE-LAUNCH beta. (leave a comment here if you’re interested in taking a look)
What we’re discovering in this pre-launch phase is that the community won’t adapt to the platform, the platform has to be right for the community. As we move forward, we must be able to adapt to the needs of our community or we will share the same fate of many of these corporate social networks. Similarly, those white label social network platforms listed in the Tech Crunch post must have the flexibility and agility to keep up with how people are using the social web, or as I’ve come to call it…”the new television”.
{ 42 comments… read them below or add one }
As a journalist by trade, frantically pedaling to adapt to an online platform more and more, I would like to see your new web community preview when it is up and running or in Beta testing. Most of my work does not come from the traditional print publications I used to work for. That has its pros and cons. I miss my old editors but I don’t miss the inability to get breaking news out there quickly. I’m not on your level but I do cover local news that might be missed by major publications or a specific take on a national trend. There is interest in that.
I’d like to also note that social niche networks do work but I believe they work only if people are truly engaged in them and not just using them to spam people. Relevant info and good comments as well as a two-way communication and helpful tips for all will automatically get people to network with one another. If I share a freelancing tip with another writer, that writer is more likely to check out my sites and how I am doing . I am likely to do that if someone is equally open with me. Friendships and connections build but they are often (as you note) in specific niches. Time is a factor.
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As someone in an industry facing a graph much like yours (though ours is not sophisticated enough to even have a graph like that), I applaud you for taking the reins and changing the course of your fortunes. I’m not quite there yet.
I think you’re right in your view that the community won’t adapt to the platform. I am a member of a social network that is built around an interest and a group of people that are very much online and social. They have built a huge following in a very short period of time. Sadly, I do not see much corporate interaction there, either — there are some savvy companies that are using the site in very smart ways, but those tend to be small, independent, and very nimble companies.
I’d very much like to take a look at what you are building. Best of luck — I will be watching.
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Jcorn your comment “I’d like to also note that social niche networks do work but I believe they work only if people are truly engaged in them and not just using them to spam people.” is VERY crucial and i couldn’t agree with you more.
Ann what is the social network you’re talking about?
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would love to take a look at the alpha. Good luck.
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I don’t agree that the platform has to be created around the community, or that people are avoiding corporate social networks because they’re not interested. I believe it has more to do with poorly designed sites and poor efforts to slowly, steadily marry the audience to the platform, and it isn’t just limited to corporate social networks. Many, many silicon valley social networks are not creating truly viable, sticky traffic. They’re getting 1 mil uniques, but it is session times and repeat visitors that shows those 1 mil uniques aren’t truly valuable because they’re on the site less than 1 min, and don’t come back.
The problem is that the majority of people in all markets don’t realize that we as businesses must marry the audience to OUR platforms. too many companies make the mistake of thinking this centers around tapping into the online communities when in reality it isn’t enough. That’d be like trying to train the audience to use the television by only trying to do so via the television. It takes a different effort.
I believe the only reason why anybody is going to the sites that ARE working is because publishers/owners know how to marry an audience to their platforms, even if its a very limited audience like you are seeing with a lot of small social start ups at the moment.
I think people are thinking way, way too much about the wrong things in the market at the moment.
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As a TV news refugee now in the PR world found your insights very interesting. (And love following you on Twitter) Would love to learn more about the beta
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Patricia, this is why we need to talk with you. You are VERY VERY smart!
Looking forward to a chat.
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Jim, I know how hard and how long you’ve been working on your transition from Old media to New. With Crafty Nation, you’ve done your research, you’ve shown your commitment, you’ve done your planning and you’re listening to your early testers to sort out any bugs in the platform. You are paying attention to the details while keeping your eye on the big picture. That sounds like the recipe to success to me and I wish you and your partner the absolute best of luck with Crafty Nation. Go get ‘em!
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Thanks Adele! from your lips to God’s ears!
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if you let me in to play with the Alpha/beta/whatever, I’ll write you up on BuzzNetworker.
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I am glad that you are creating your our destiny!! Another reason that people are not so into mainsteam media is that there has been an abuse of power when the media reports on stories that are portrayed incorrectly (see August,s readers digest).
Jim, I was referring to Ravelry.com, which is a social network for knitters/crocheters/weavers etc. What they’ve built there is amazing, especially since it is primarily built by just one programmer and started as a labor of love. I know they are well over 150,000 members now — it’s in private beta but the wait is short and it’s open to anyone who requests membership.
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Congrats!!! Can’t wait to see the site when it’s live!
Just do me ONE favor and make sure that you don’t emulate a certain micro-blogging platform when it comes to dealing with the complaints of your user community! There is *nothing* that kills a community site faster than feeling like no one is listening!
You rock Jim – I’m sure the community & platform will too!!
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Please explain why still another social network seems necessary. I think there’s already way to many opportunities to piss down a hole online. But I’m convinced that I could be missing some valid point. I mean, it appears to me that all the networking has taken on a life of its own until it no longer matters anymore what any of these communities were pointed toward. Now there are so many such networks that people are in danger of spending their time on them instead of living. What am I overlooking?
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I’m curious, George. I’d be interested in having a look at Pringo. Unlike Stephen, I think there are so many different (but often similar) services because no one has hit the right model yet. Where do I sign up?
Thanks very much too for your Tweets that are always interesting, humorous, and personal.
I want to check it out, please.
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Stephen, you raise some valid points. What we’re building is something that wouldn’t likely appeal to you anyway. It’s a niche-market social network and content site. I don’t think any new social network is “necessary” per se. But I do think, when executed properly, they can provide value and even promote real life activities. So while you seem to bristle at this notion, I’m energized by it.
George, I’ll DM you some deets.
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i’d like to take a peek at your good work too. working in a non profit community context i’ve been thinking through the adaptability thing also some what because in our context more than half our audience is still on dial-up.
praying too for traveling mercies…
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Hey Jim, I’d love to take a look at your new network.
And playing off of Ann’s point, I think it can be much more beneficial both to a company and its customers to engage people where they are (Twitter, Facebook, etc.) rather than to try to drag people where they don’t want to go (a corporate social network).
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Jim, Great post. Do I count as being in “media”? Yikes, I’m a Gemini. I guess I can handle it. But to my point: I wish people woud quit citing the Deloitte report.
Deloitte does not get social media.
http://www.retheauditors.com/2008/07/deloitte-and-social-media-consultant.html
Happy travels.
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Fantastic post! I truly believe some fantastic synergies (an overused term but def applicable here) are on the horizon between TV and social media. We simply have to throw out the perceived rulebooks for each. Would love a sneak peek of your beta.
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Hi Jim,
Great post and couldn’t agree with you more that a community needs to adapt to the needs of its users while both anticipating future needs and innovating to stay one step ahead of its user base. I love following your adventures on Twitter…would love to take a peak at your advance beta.
Thank you for your insight because I honestly wondered how someone at a corporate company felt about what is going on. I’ve been seeing this trend for a long time too re: social network.
I worked with BET’s first website back in 1997 in helping to try to build a web community but we had NO IDEA & NO CLUE of what we were doing. After we received our first TOS (terms of service) violation for hmm spamming email addresses, that is when I realized oh, we are doing something WRONG. But we had no clue of how to community build then. I had to leave only b/c I was realizing I needed a little more education to tackle online world so I went to law school?! [why?! I did that to myself I don't know?! Not practicing at the current moment]
Since I have been more active in social media for the past 2 years, I have created my own communities (they are kinda disconnected but I have them) too that is something that I cherish tremendously! However, I cannot get everyone to join the social community tools I use each day [re: twitter/myspace and sometimes plurk, rejaw, etc.]! It can be a real test of my patience trying to get someone to join twitter or even set up a blog but they still find me online somehow and want to talk!
I appreciate reading what you do on twitter and thank you so much for sharing!
I am excited to be a part of your community too!
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I too would be interested in exploring the beta product!
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Very interested in your beta, Sir!
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Hi Jim,
I’m here because I clicked on your link in your Bio in your Twitter page. Mmmm, glad I did.
I agree with Patricia, the platform as long as it is easy to use – is irrelevant – what counts is the type of people you initially attract into the site. This will determine (initially) the direction, intellect and dynamics of the site.
I feel business can very successfully play a subliminal part in selling their products whilst creating the group dynamic and leading the way for the group to interact with each other.
The psychology of online interaction is fascinating and I have been studying in depth for the last 4 years. There is a lot to creating success in Social Networking – and I don’t think its that difficult – just needs some planning and strategies to keep it authentic – or it will just degenerate to nothing more than a forum.
I would be delighted to see your beta site – if you are so inclined to invite me.
Smiles to you and I look forward to connecting with you more.
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Jim,
Excellent graph and article that is thought provoking. We are seeing more hiring managers and companies searching social media sites and blogs for talent. The days of the Web 1.0 resume are beginning to fade. According to a Cornell University report “Approximately 80% of the available jobs are never advertised.” Consequently jobseekers must force themselves to create an online presence within the social media construct–but how?
Our firm Inner Architect has spotted what we believe to be the next big trend in job search; we call it “Blogging to Employment.”
This job search strategy combines direct marketing principles and blogging. We teach jobseekers to strategically target the hiring managers and companies they wish to work for, identify their own value and expertise message, then deliver their message through their own blog.
The blog then becomes the “hub” or centerpiece in which the jobseeker can then create profiles on social media (business niche) sites pointing back to their blog. Sites like Linkedin, Facebook, and twitter will help the job seeker deliver their value while networking with people in their chosen industry.
I love your idea of the “psychology of online interaction” because in the case of jobseekers they are often trying to “undo” or unlearn old world rules.
Thanks for the excellent article. I am now following you on twitter.
Dean Guadagni
Business Director
Inner Architect
http://innerarchitect.com
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would love to see/follow your progress. I think these passion based communities are a huge opp in the social/internet marketing space and would love to see what others are doing.
Thanks.
Tom Martin
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Jim,
The error that I’ve seen corporate social networks make is the same error that they’ve been making since the earliest days of the Internets. You can’t just put up at site/social network/ picture of your cat and expect millions of people to view/use your site.
It still comes down to usability, content, and community. If you don’t offer these three things no one cares.
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Jim,
You raise some excellent points. We also agree that any effort to engage an online community needs to focus on — and respond to — the needs of the target audience. We’d appreciate a glimpse of your beta effort and enjoy following you on Twitter.
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would be very interested in the beta — social community around creatives? put another coin in the twitter-cup, that’s where I found you
great insightful stuff here at the blog
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Please include me in beta.
Hope your new platform engages… and encourages others to “think about” and “act upon” their individual passions. Learning is interesting…doing is fulfilling.
All the best…
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Hi. I would like to invite you for a test drive.
It’s a kind of web 2.0 TV. Kind because no onde knows how tv is going to be.
This is a proposition:
http://www.iSofa.tv
Can you give me your veredict afterwords? Greetings,
Bruno.
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I think social media sites are like any business- some will prosper, and some will die off before they become a hit. While TV news jobs may be harder to find in the coming years than ones in social media, I’m confident there will be a shift to more online video, and more jobs in that area of the industry. If all else fails, we’re always looking for talented cast and crew for MLTV.
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I think the corporations could make an impact and get the advertising done (if done correctly)….but they would have to learn from the “little guys” that are in the trenches now.
I’d love to take a look at your beta.
Julianne
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Hi Jim,
Great insights. Would love to take a look at the Beta.
Count me in for a look see…
You sir seem like an interesting dude!
Will burn a feed and keep my eye on you!
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Jim,
I’d love to take a look.
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Hi,
I’d love to take a look. I’m a part of another social network that in the beginning was difficult to navigate around. It was the community and content that kept me coming back for more.
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This just in from the NY Times: What Are You Doing? Media Twitterers Can’t Stop Typing
http://www.nytimes.com/2009/02/28/arts/television/28twit.html?_r=1&th&emc=th
Includes your pal David Gregory.
How about updating your content here, Bro?
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