LazyWeb Request: Why and How Should Companies Use Ning?
December 5th, 2007, 1 Comment »
We’re just putting the finishing touches on this ebook about social media marketing. I was reviewing it today and detected a possible gap in our content around white label social networks.
Unless you’ve got lots of resources to point at it, we generally think starting your own social network is a bad idea. They’re often gleaming examples of corporate hubris (”Our customers love us so much, they’ll bring all their friends to our toilet paper-themed social network”). And even with lots of cash it can be risky. See, for example, the miserable, $20 (or $30, the jury’s still out) million failure that was Bud.TV.
Our advice is to just go where your users are–blogs, Facebook, MySpace, the extant niche networks like Cork’d or Library Thing and so forth.
Let’s assume you agree with that advice. I’m wondering if and how companies can use the quick-and-dirty ad hoc networks that Ning offers? Or should the same principle apply? I’m thinking it probably does, but I’d love to hear some divergent opinions. Understand that I’m not writing Ning off–it has plenty to offer all sorts of individuals and groups, but I’m not sure it’s a good route for companies.
The book has not, as it were, gone to the presses just yet. Of course, it’s an electronic book, but you get the idea.