Are Premium Social Networks the Future of Social Media?

Funny you should ask...

I was posed this question by Campaign Asia in response to a quote from WPP's Sir Martin Sorrell. My thoughts below... 

As social networks such as Facebook and Twitter reach a critical mass of users, consumers will demand more intimate social networking experiences. Premium and niche networks (such as Path, which limits your network to 50 friends) are becoming popular. Invitation only/qualified participant networks including Internations and Spootnik.com are offering more focused discussions in exclusive settings (expats and high-end product consumers respectively). The larger networks aren’t resting on their laurels. Google+’s circles and Facebook’s ability to segment friends are examples of how they’re encouraging more intimate communities.

So is the future of social networking premium/closed networks? A qualified ‘sort-of’. Premium and niche networks will emerge until the larger networks offer better tools for creating more intimate sub-networks. Once this happens, social networking overload, ease of navigation and simple sign-on will see more people joining niche sub-communities within trusted larger networks. Fear of giving up credentials to a fly-by-night network and too few members will make it hard for niche and premium networks to flourish.

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