Succeeding Without Facebook: Why Some Business Are Using Private Social Networks To Engage Their Customers

We all know that Facebook is fast approaching 1 billion users. Twitter conversations are humming along nicely. LinkedIn continues to be the premium network for professionals to connect.

However, what you may not know is there is an under current of companies who are choosing to NOT use Facebook (or compliment Facebook) in favor of using private social networks to grow their audiences within a more private and controlled wall.

These brands have long used networks such as Ning but Ning is not the only private network. Ducati and Burton have found that private network Contain works great for them.

At a one time cost of $30,000 and a monthly charge of $3,500 Contain is not cheap. But if you’re a high end retailer (or other service) and want to build a serious online network, this could be an investment that’s worth it.

Contain said that there are three main advantages to using a private network:

  • Brands gets a real say and control in the design (aka look and feel) of their social community, whereas they’d be held to several restrictions from both Facebook and Twitter
  • Brands can advertise within their Contain community (in-community advertising = increased web traffic, online + offline sales and ROI among their true purchasers/audience)
  • Brands can minimize the risk of negative publicity among consumers, media, stakeholders, etc

While I think most business owners would be best using a public network like Facebook or Twitter, some brands, especially depending on their goals and customer profile might want to consider a private network.

 

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Ramon Ray, Editor & Technology Evangelist, Smallbiztechnology.com . Editor and Founder, Smart Hustle Magazine Full bio at http://www.ramonray.com . Check him out on Google Plus, Twitter or Facebook

4 thoughts on “Succeeding Without Facebook: Why Some Business Are Using Private Social Networks To Engage Their Customers

  1. Mae Loraine Jacobs

    I could definitely understand the need of a private network. It’s the one of the best ways to build a targeted list of followers. But as you mentioned, it’s costly and something start-ups and home-based businesses can afford. Besides in all fairness to Facebook and Twitter, they’re working for several firms. What’s really essential is to find the tools that bring in the profits and right set of customers. 

    Reply
  2. Mae Loraine Jacobs

    I could definitely understand the need of a private network. It’s the one of the best ways to build a targeted list of followers. But as you mentioned, it’s costly and something start-ups and home-based businesses can afford. Besides in all fairness to Facebook and Twitter, they’re working for several firms. What’s really essential is to find the tools that bring in the profits and right set of customers. 

    Reply
  3. Mae Loraine Jacobs

    I could definitely understand the need of a private network. It’s the one of the best ways to build a targeted list of followers. But as you mentioned, it’s costly and something start-ups and home-based businesses can afford. Besides in all fairness to Facebook and Twitter, they’re working for several firms. What’s really essential is to find the tools that bring in the profits and right set of customers. 

    Reply

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