The rise and growth of the social network...2012 and beyond
January 10, 2012 by Martech Social
During 2012 we expect Facebook to reach the 1bn user mark. Twitter is expected to grow past the 300 million user mark with Google rapidly chasing their tail.
But 2012 will not just be about the major social networks. It will also be about the rise of the niche social network. These networks have been growing for some time but will gain prominence for their potential reach and level of engagement for connected consumers with different interests.
A report from Comscore in October 2011 highlighted Tumblr as the fastest growing social network behind Sina Wellbo (Chinese Microblogging site). Tumblr, as you recall gained a leap of interest last year with the patronage of President Obama. (Click here to view the previous article on the role Social Media has within the presidential elections)
These social networks do not compete with Facebook et al, instead offering a network built around collected interests or methods of sharing. Pinterest, for example is a rapidly growing community sharing pictures - designs, inspirations, fashion, infographics and more. The consumer choses what they wish to share and what they wish to receive in their feed.
Instagram is another rapid growing niche network for 2012. The network is primarily iPhone app based, allowing you to take, edit and share photos instantly. Again the Obama campaign has jumped on this channel as a great way to share the visual message that is harder to achieve on Twitter.
One of the reasons for Instagram's growth has been the ease of which you can share with other social networks including Twitter, Facebook and Flickr.
This ability to interact and share with the major social networks is a key theme across almost all of the rapidly growing niche networks. In order to succeed these networks need to slip easily into the daily social routine; the ability to include Facebook updates within the network or to share directly with the Facebook audience (and other networks) is important for long term success.
The continued rise and success of these networks is a great demonstration that brands can have their own networks and be part of the larger social networks. With the right integration and strategy, it does not have to be an either or decision.