Branded social networks

They accepted me! (My New -New Look's new social network) After a short wait they've decided I am cool enough to enter their site. So I have and subsequently have forgotten why I was so keen to get in.

It is my hope that they are able to follow up the hype with something spectacular to reward me for joining. Some instore discount would be good. Or at least something back for providing the feedback on their website that they keep asking for. Time will tell.

Though at least it has a good focus of fashion and music- a good connection to their brand and their target audience.

I shall keep you informed of any developments. It shall be interesting to follow up how a high street chain can make use of this medium. A tactic that no doubt a lot of companies are doing at the moment before they test the water. Best to learn from someone else's mistakes. Though if others hold out too long soon there the market will be cluttered with little room for yet another network.

My advice would have to be to dip your toe in. There doesn't appear to be many sharks, yet. I think consumers' are still sympathetic to new sites starting out and finding their way though it may not be long before their expectations and tolerance rises.

My look's bringing exclusivity back to social networks

After receiving an email invitation to join 'My look', the latest twist on the social media craze from New Look I was surprised to find that I had to fill out a few answers telling them my preferences to music and fashion and will now have to wait to see if THEY accept ME. Shouldn't they be begging me to join?

Is this the beginning of social media bringing back its exclusiveness and trying to comprise a close community of like-minded people or is it an attempt by naive companies to try and take back control of their image and accessibility to the 'right kind of people' on the web?

As a marketer I appreciate the tactic as a good way to stir up interest, word of mouth and an anxiety to be let in to the group and be part of something exclusive. Is this a clever way of bringing back 'cool' to social networks. It does appear a way round the trouble facebook has when it decided to make itself an open network. Youths' perception of the network's coolness went down hill when they started to get friend invitations from their mum and their boss.

However I do feel a little put out when a message came up telling me they'd let me know via email in 2days whether I was allowed in or not. I haven't faced this problem since I was 17 and trying to blag my way into clubs.

If they don't approve my membership and others' won't this alienate customers? I know I felt a bit put out. Or will it make people more determined to follow the crowd in music and fashion to be accepted?

It is clever though. I wasn't even fussed about joining their social network until I faced the prospect of being rejected. The old marketing trick applied to the online market place: limit supply to create demand.

I applaud you New Look, though if you don't accept me I may have to hate you!