What’s your social network value?

Posted: February 1, 2011 in Social networking
Tags: ,

[tweetmeme source= “jsnrss” only_single=false]Could there soon be a time when an individuals buying power will be influenced by ones social networking activity? Can social network value actually be calculated to then used by businesses to create brand ambassadors or a new level of customer segmentation?

What sparked this for me recently is a random act of generosity by Apple. For no apparent reason after telling us it would cost over £200 to fix, Apple decided to fix the smashed screen on my iPad for free (I dropped canned tomatoes on it). They made clear it’s a once off ‘gesture of good will’ and whilst I made clear I don’t plan on dropping any more cans of tomatoes on it – the question still remains – why would they do this? Especially seeing as I was never more willing to hand over £200!

The importance of securing business today cannot be underestimated and businesses are rapidly understanding the power of social networking in achieving this. Obviously it wasn’t long after I left the Apple store that I Facebook’ed about Apples generosity, immediately letting my whole social network know of the incident. So, was I subject to a random act of kindness or had Apple assumed my social network value (at greater than £200)?

It sounds a little big brother, maybe a bit Hollywood. I’ve not seen the movie The Joneses but I hear it isn’t too far off what I’m talking about.

Today I learnt that Starbucks, Mazda and Argos have recently signed up for Facebook deals, offering Facebook users who “check in” using the Facebook Places feature on their mobile app, access to special offers and other deals. Will it be long before this idea extends, so that only those with a social network value above a certain value, or of a certain type, will be able to trigger the reward?

There is a risk to all this of course. Something outlined by Seth Godin recently, “Networking is always important when it’s real, and it’s always a useless distraction when it’s fake. What the Internet has allowed is an enormous amount of fake networking to take place, and it’s so easy to be seduced by it… and it’s nonsense.”

Where things get scary is where social network value could become a factor not only of the number of contacts one has, but what the combined value of ones network is. Introduce into this credit ratings, demographic data and anything else which is being collected about us today and you have a pretty frightening scenario to contemplate.

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Comments
  1. Nick says:

    Check out this month’s Wired – they have a feature all about this

  2. Monex says:

    According to s search is going social and on Facebook YouTube and in the future are no waste of money..Here s what they said . We wanted to know if people actually look at ads when they are on social sites like Facebook and YouTube. We found that not only do users spend time viewing paid ads on social networking sites they often look at these ads before actual search results. .Some surprising statistics discovered . Hence advertisers must strive to be on the top 4 search results instead of placing itself as top sponsored links on the right column…On social media networks things are different.

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