Private social networks serve needs that go unmet on the public networks like Facebook and LinkedIn. These one-size-fits-all platforms are limited. For some, a private community offers an opportunity to collaborate and network around a specific topic without the possibility of a mafia war breaking out.
Yahoo Groups or Google Groups serve some communities well. They’re private, but also limited. Private social networks offer a chance to truly network, not just receive and send messages. You can’t network when all you know about a person is their email address and the content of their messages. Private networks offer a more human dimension.
Private social networks are not terribly expensive or difficult to build. Consider these great examples:
A private social network based on a common interest
MFI Connect: Harnessing Student Potential In Microfinance – In this community, people who want to learn more about microfinance can identify one another, join groups within the network to focus on a specific interest area, announce events to one another and more.
A private social network designed to bring more cohesion to an existing group
US Wildland Fire Fighters Association – A private, membership-based organization that supports the needs of fire fighters, provides information on wild fires and more. This is also great for churches, alumni associations and schools.
A private social network that members pay to join
Third Tribe Marketing – I’m a member. I joined because the founders of this network have continued to impress me with their thought leadership on their free blogs. Now I have access to premium content like seminars and lectures, forums and Q & A calls with my marketing gurus.
Some First Steps Toward Building Your Private Social Network
1. Consider the community you’re reaching out to. Are they already devoted to your organization or cause? If so, would a private community bring even more cohesion and enhance the potency of their action? Or are they already getting everything they need from other social networks?
2. How important is privacy? If you don’t think your community members are already using social networks for anything at all, could providing them with a private space associated directly with your organization’s website, away from mob wars and green patches, entice them to utilize this technology?
Great Reading
How I Use Third Tribe Marketing, Chris Brogan, another one of my inbound marketing heroes, talks about the private community he helped found, Third Tribe.
Andy Shaindlin – I recently heard him speak at the CalTech/MIT Enterprise Forum. He has done some amazing work on social networking in the education space. Read about his work with alumni associations at his blog, www.alumnifutures.com.
Browse the private networks built on the popular private community platform Ning.com to see how people are using this idea.
