VOL. 0050 – FLORIDA, MONDAY, APRIL 8, 2024
Juan F. Arjona Harry
President & CEO Strategee
With nearly 20 years and since the advent of Facebook and other social networks, now begins a trend towards the specialization of social networks.
But beyond this specialization, under whose approach was born LinkedIn, consumers today want a virtual world almost as a real world, there are some specific market segments for whom perhaps the most common social networks today do not respond to what they want.
There are certain market segments in which some members do not even approach the planet's largest network, while safeguarding the measures of privacy in their profile; they don't want even to be googled.
This happens because there are lots of consumers who probably are outside of the most ordinary social networks, because they don't get identified there and they feel they could not be there given the characteristics of their life.
It was born -few years ago- "A small world", a social network only for billionaires, where you can only enter if you're invited by someone who is already inside this social network and have been granted to invite people; where some of them do not even want to imagine them being on Facebook. They require a new virtual world, radically different, specially designed just for them according to their tastes and preferences.
Think for a moment... Wouldn't you like to be in a social network much more akin to what you are and what you're willing to be, to share and socialize?
We will start to see new social networks, more specialized in particular aspects of communities around the world that are still not seeing reflected in Facebook or some other actual social networks.
This segmentation process is beginning and we will have to take decisions with our brands regarding the participation only in some of the specialized or themed social networks that will emerge in the future. This will be a great opportunity for real targeted marketing.