An article I recently saw in PCMag.com made some interesting points regarding social networks that have restricted access. Of course these days everyone and their dog likes to make their network or app "invite only" but usually once they have enough users, the doors are flung open and people pour in, I mean after all it is meant to be a social NETWORK. But these exclusive social networks ( www.asmallworld.com being another) actually exclude people on purpose. Is this just a marketing exercise or are they reinforcing classes and groups that already exist in reality anyway? and is that good?

Most of these kinds of networks focus on..well lets face it rich people. The rest of us (yes, I'm not rich yet unforunately) are not privy to the inner circle, and just have to speculate on what really is going on inside.

From a design point of view, these networks also always seem to have bland completely "non designed" front/home page, which makes them look completely un-inviting. Is this on purpose? I often think about what fabulous world lies beyong those exclusive gates. A website of vivid colours, full of film stars talking about their latest film, or CEO's talking about latest aquisitions, and everyone patting each other on the back for being part of this exclusive "club".

Some of these you have to pay to be a member of (but you still are vetted), others I believe are free, either way advertisers are going to be falling over themselves to get their adverts on these networks and from that point of view, creating a network just for the rich makes perfect sense.

Comments (1)

	1. 29-01-2008 01:44
	Your welcome to join anytime ExclusiveLondon.co.uk is a premium online entertainment and lifestyle guide. We target and have an audience of cultured, well educated, high-earning, high-spending London professionals. As you say this has been great in attracting luxury brand advertisers as they get the best of both worlds – brand and response led marketing.     We decided not to make the site “invite only” so anyone over 18 can join and get the inside track on London’s exclusive nightlife. I am a member of most of the “exclusive networks” and you’re not missing out on much as most of the information available to you is freely available on the internet anyway. If the sites contained such excessively privileged information then it wouldn’t be promoted and or listed online in the first place. The quality of the members are very high - good jobs, well connected etc. but this doesn’t benefit you unless your friends with these people in the first place.     Restricting access can be good idea to ensure only like minded groups of people join but this has happened naturally for us by having a strong brand and good service. Our site is focused on what a network should be about – fun, bringing people together and making life easier.    You’re welcome to join anytime. http://www.exclusivelondon.co.uk Guest

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