Vertical social networks, cross-business

Assumes that you are a member of a social network. Because, in these times, gives the impression that, if not, you’re the closest thing you can find a space alien or a digital heremita. The situation was very different just a few months ago What has happened?

In an article in April whe spoke on the good health of Social Networks, “Social Networks in good health and good business,” and we did that Reflection:

Where to walk the social networks? Undoubtedly towards specialization. They follow a transit of the generic to the specific. That is, of the Social networks are cross-cutting “migrating” to the vertical social networks. So much so that while one looks, large social networks incubate and create sub-themes within it. Networks within networks.

At about that time, from late 2007 until mid-2008, have been appearing in the media Communication some articles, studies and cases are talking about a phenomenon in the making: the vertical social networks. A few motnhs later ther verticalization is clearly a fact.

It is not a surprising phenomenon in fact, it is logical to do so. And it is because people have the tendency, or need, bringing it together looking affinities that allow us to share what is important for us. Because sharing is something that characterizes the Social Web, the verticalization of social networks, horizontal and generalists in its infancy, fell under its own weight. If you are a member of LinkedIn or Xing or Facebook (three of the best known networks), at this stage and will surely be a member of several groups within its network. Groups may be related to the geographical area where he lives with his professional specialty, with their hobbies or hobby, with their social concerns or their political beliefs. Social networks are autosegmentan and in addition to the groups that network administrators are opening, users also have the opportunity to propose and open groups. Networks within networks.

The other key point in the evolution of networks is the interconnection. Social networks, blogs and share content on various platforms are interconnected. In this way, you can integrate into your blog LinkedIn WordPress, the presentations that have hung on SlideShare, the files you want to box.net or photos on your album Flickr. This too was predictable, and that could reach no more than a matter of time. Interconnected networks and platforms, pure essence of the Internet.

Where all this takes us, what new opportunities are presented to us? Does the specialization of social networks means that business, or business models, are becoming more vertical as well? The opportunities presented are many and, no, the business does not necessarily have to be vertical, on the contrary, it is a great opportunity for businesses from becoming too vertical cross or, put another way, if you have a business “of niche, “that is, very focused to a very specific target, now has the ability to access your audience, your market, by different routes of entry and even diversify without losing its essence.

Exploring some interesting possibilities.

- Positioning for useful content. Sure it can explain things interesting for their customers and potential customers. Practical things and they can serve to make better use of their products or services, to get more out of them, to enjoy more and better, to apply them in their daily lives more often. Turn these tips, suggestions and explanations “capsule contents helpful” and put them within reach of their target audience on the Net How? With attractive presentations that can hang on SlideShare, with educational and interesting videos that can get on youtube. Content that suits sure you have (if you do not have them is not difficult to generate them and give them the right format for each platform) and put at the disposal of its audience. Do not forget, two conditions: interesting and useful content (a typical corporate presentation is neither one thing nor the other). In this way achieved by positioning the direct value it offers to its market, which is rather more interesting than the traditional positioning SEO or SEM, because positioning his company valued not by keywords.

- Research, study and monitoring in real time. Anyone who says that his business research and market analysis and study of the behavior of consumers are not important is that you do not have a business or is about to not have it. Remember the The X-Files slogan: “the truth is out there.” If you do not know what your competition does or what the market’s view and said the products, services and how to act in your company, then you are going to drive blindfolded. The chances of accidents are high. You’ve got tools such as delicious, google reader, google alert s, the rankings from Alexa, technorati, for example. All these tools on the net can be transformed to adapt to the information needs of your business. It is not complicated, just know what each party is and what you can get to you. The result is real-time information, with international coverage and accurate data on important aspects that otherwise would cost much time, effort and money to know.

- Prospecting, coolhunting and benchmarking “live from the scene.” Expansion, globalization, new markets, new trends, new consumers … The users of the network can be an extraordinary source of first-hand information to help you guide your business into new territories and to develop new products and services. If, for example, is planning to open new markets, opening establishments or offices or simply exporting, you can use some social networks as a tool of coolhunting (trend analysis) and benchmark. Users of Wolpy are travelers, they like to comment on the places they visit and are intensive users of digital photography. If you become a member of Wolpy may come into contact with people who have been, or who thinks going to countries and cities on the information you need. Ask them, Keep Them Coming which, if they are to this or that place you comment on this or that aspect, amazed at the cooperation it receives. Something similar can be done in Dopplr, another network of passengers (is more focused on business travel) in which you can obtain valuable testimony and information relevant to important aspects of your business. And then there is the blogosphere itself, immensely rich in content and views. If you’re a WordPress member , not least, you can use the browser labels “for what is published on the topics that interest you.

There are a few examples of the benefits offered by the network. It is true that the tools used to anything if you do not know how to use or not used correctly, but to know exactly how useful it must first give you know, learn what the users at each of these places, how they relate to content and share views. That means time and attention. And it also means that we must be reciprocal in the exchange, that is, if you need information and requests, it is natural that provides content and information. Share. If you offer value, it will be valuable what you’ll get.

Therefore, businesses, products and services that each company offers, although they are very specialized, they can find new groups to arrive, new ways to adapt to needs that were not previously known. With minor modifications you can expand the market. On the other hand, if the business is very general, to adapt to different audiences will also increase penetration in certain segments that perhaps until now seemed intractable.

It would be an illusion to try to make a table of equivalence between all social networks, platforms, content and user communities and the value that each can bring to a company. In this, as in almost everything, every case is different. And since nobody knows your business better than you, no one like you to explore, learn and apply common sense and philosophy of sharing, the extensive possibilities offered by the universe 2.0. But it will take time, but it is time well spent.

And, of course, all this has an impact in organizations because, although it is still something very unusual, it is necessary that within the corporate structure and begin to create more professional people or departments whose primary mission is to be permanently working on the Mark Network. If you want to take advantage of the network, the network must be part of the business philosophy of your company.