Social Networks Getting More Niched

Social Networks are getting more niched and this trend is giving new opportunities for Web developers who wish to get a share of the social pie. The logic behind this is simple: people simply wouldn’t appreciate joining or participating in a social network if most of the talk or exchange is nonsense to them. Yes, they could have groups within sites, but it’s not going to help the site itself attract a specific group of users. Simply put, if you’re a general audience site like Yuwie, you’re only going to get general users.

It was inevitable for social networking sites to move into inches in an increasingly competitive business. Niching guarantees a good following, specific targeting, and definite content expectations. Users wouldn’t really think twice on whether to register or not if what they’re looking for is already right in front of them. Senior analyst Debra Aho Williamson, of eMarketer cites the popularity of business social networking sites like LinkedIn. According to her, such business networks will have different purposes, which include customer relations and product development.

Expected to grow along with the niching of social networks is advertising, with spending expected to reach $210 million in 2012. Williamson says marketers will be allotting more money over time to make and grow their own social networks - targeting business customers, partners, suppliers and vendors. Apart from business, social networks have also fenced-in territories in diverse niches that include writing (Writing Room), fitness (LiveStrong), movies (Flixster), and restaurant management (BiteClub).