The Risks and Benefits of Niche Social Networks
Every digital marketer needs a strategy and within a strategy.
They to determine the communities and forums where they should invest their time and money.
There’s always the usual suspects – Facebook, Twitter, LinkedIn, Pinterest – but the real trick is finding the niche communities where your most passionate fans reside.
Part of the problem that many digital marketers will encounter is these communities may not have a long shelf life.
It means there’s an element of risk involved. On one hand, the focus on a particular group with strong interest may create huge returns.
On the other, a niche social network that suddenly falls out of favour will leave your strategy in the lurch and some resources wasted.
A good example of this situation was the the popular online fashion community, Fashism, which closed after it ran out of money due to an unsuccessful foray into the world of e-commerce.
Fashism was a fun community where fashion lovers posted photos of outfits and let the community decide whether it was fashionable or not. It was a great place for digital marketers for fashion brands to spend time, learn and, possibly, even connect.
For those who did embraced Fashism within their digital strategies, they learned a valuable lesson: you have to consider the possibility that an investment in smaller, more narrow communities could wind up all for naught.
This doesn’t mean they should be avoided. In fact, there is so much to be gained from smaller and more passionate networks.
What it does mean is you have to be aware of possible consequence and account for any on the fly changes.