Make It Scalable: 12,000 architectural ornament designers and 2 million real estate professionals in the US don't scale
Critical Mass of Users: Networks are more viable when there are a high number of participants
Make it Attractive: An easy to navigate design and content are top priority
Networks Need Leaders : A high profile works to attract followers: Marc Andreessen, founder of NING has created a leading DIY social network platform. Where DIY Networks started by unknowns rarely gain the popularity required to make them viable.
Make it Indispensable: The content and conversations should provide motivation and support to the audience to the point they rely on the website.Networks Need Data: Networks must leverage user-generated data to fuel the context of the conversation.
It Must Have Integrity: Viable networks prohibit participant spamming. Networks don't work if participants use it as an advertising platform.
Make it Easy To Use: Networks need simplicity, for example Twitter simplifies broadcasts to the participant’s network
CERTAIN VERTICALS SCALE WELL
Facebook: A general social network
Trip Advisor: Consumer advocacy and options
Wamba: A cultural vertical
Cultural Verticals such as RedBlue America evolved early, while others like Facebook matured over time.
Self Expression Verticals include Flickr, FanNation, YouTube and Last.fm. Video, music, sports and travel topics are highly personalized and emotionally connected
Online shopping sites have well developed consumer communities: Amazon.com, Epinions, eBay and Beatthat! are good examples. Yelp, Trip Advisor and Angie’s List are examples of local review sites have become big brand names.
WHAT INTERESTS DO NOT SCALE?· Hobbies
· Small industries
· Specialist Occupations
Litigious industries cannot use social media marketing effectively: Health Care professionals cannot contribute advice online without liability issues. These industries are forming their own closed networks.