Category Archives: Business

Growing the power of small networks

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“Many people with small networks have just as much influence as a few people with large networks,” says David Armano, VP at marketing firm Critical Mass (5,582 Twitter followers). Excellent blog you’ve got there David.

Funny, I said pretty much the same thing about the value of small networks in discussions about what makes an online community work best last week. Along the lines of instead of trying to make one big community to use microblogging within a site to allow many mini-communities to flourish. Then allow cross-over. After all you’ve got (as with all community development) to start off from where people are ‘at’.

Customers + social networking = value/recession

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During a recession social applications such as communities, social networking sites and word-of-mouth marketing will prove worthwhile because they depend not on a diminishing ad budget, but on an abundant resource: customers, so says the new Awareness report which in turn quotes Forrester Research:

“Conventional wisdom says that experimental media get cut in tough economic times. But social applications like communities, social networking sites, and word-of-mouth marketing are proving themselves, and they depend on an abundant resource — your customers — rather than a scarce one — advertising dollars. In a recession, social applications with measurable results will pay off.” (Forrester Research, Strategies for Interactive Marketing In A Recession, February 2008)

Note: it’s the measurable results that count!