On identity and social networking

I was reading a great Wharton knowledge article by Jonah Berger and Chip Heath on identity, from a marketing perspective. The article, From cool to passe’: identity signaling and product domains, looked at “how consumers use products to signal membership in social groups, but swiftly abandon those same products when the original message is diluted as other groups co-opt the trend”.

Of note was the conclusion, that consumers blend both conformity and divergence from the choices of others.

If this is the case, will we see the same dichotomy in the digital identity space for social networking sites like MySpace and Facebook, as other social networking sites, such as Netlog and Quechup, gain momentum? [Euan Semple’s blog post and comments have alerted me to some major problems with Quechup so maybe it won’t be a threat after all].

Or will social networking sites fragment into more specialised niche operations like Flikr and LinkedIn? I have a feeling the latter will prevail…


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s