The network effect inherent in sites like Facebook has challenged marketeers to embed their brands in the social experiences of their members.
The Long Tail theory applies spectacularly to online social networks too.
Due diligence was reasonably effortless, with shared acquaintances between the two families vouching for the prospective bride or groom.
With each new generation, the fundamentals of this matchmaking model have evolved to keep pace with the changing times.
And where none exists, it is effortless to start one of your own, thanks to open platforms such like Ning (which had over 275,000 social networks as of May this year).If you happen to be in Bangalore and would like to attend the USID conference, please register at their website.Tags: Amex's Open Forum, anita elberse, business and social networks, choice magazine, chris anderson, Ernst & Young's Facebook group, HSBC Business Network, long tail and social networks, niche social networks, ning, online branding, the long tail, vive, vive magazine In Chris Anderson’s best-selling thesis “The Long Tail” , he lauded online businesses that go to market with niche offerings, positing that a sizeable (and profitable) opportunity exists that mainstream businesses typically ignore.At mainstream social networks like Facebook, My Space and Orkut, millions of members connect with friends to communicate and share experiences, forming clusters of people who have either something they identify with, or someone they know, in common.Individual clusters expand and combine to form thriving online communities, where, as in the case of Facebook, over 250,000 new users sign up every day to participate.