Of how many social networks can one individual realistically be an active and thoughtful participant before those networks (a) completely suck one’s life away or (b) spread someone so thin that one’s attention can’t reasonably be given to all the networks?

There’s probably some kind of research on this somewhere, but my guess is that the upper limit is three.

Of course, “active and thoughtful” are the operative words. It’s no trick to be a member of a dozen or more networks, accept invitations, scan postings occasionally and so on. But I’m talking about really participating, in a way that enables you to stand out to other members, to build a real network of contacts, to be a contributor to the community, not just a member.

Yep. Three. Tops.

Takeaway for marketers: If you’re thinking of developing some kind of new online community, it better be staggeringly compelling.

This entry was posted on Sunday, September 30th, 2007 at 6:00 am and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways, Social Media.