Information Technology Reference
In-Depth Information
Figure 3.13
The exclusive online social network A Small World not only
provides one of the Internet's highest concentrations of the world's wealthy, but
also enables the multitude of luxury brand enthusiasts in the community to have
brand-themed dialogues such as the one shown, sometimes surpassing 10,000
posted responses. The high involvement in these dialogues indicates the level of
passion the members have for luxury brands, even when the conversations have
a negative undertone
A Small World (see Figure 3.13). These kinds of conversations often attract
thousands of views and participants who either validate or renounce the
brands in question.
In addition to conversing about luxury brands, several participants of social
networks subscribe to these communities in order to meet new people, re-
connect with old acquaintances or be connected in some way to a community.
This allows for the fostering of relationships or the creation of new ones.
Other uses of social networks include promoting a business or an area
of expertise as is often seen on LinkedIn and A Small World, which some
business developers and consultants have made extensions of their offices.
Other members of social networks use them as platforms for the congrega-
tion and mobilization of people to promote a cause such as issues linked to
