The history of social networking (as distinct from social media) tells us that co-existing isn’t an option; that you want to be where all of your friends are, that new social networks succeed through mass migration – that it’s survival of the fittest, and the biggest.
But, it doesn’t have to be that way. Creating a social network doesn’t have to be about trying to win the game these internet giants have created – it can simply be a choice to play your own game, with your own rules.
Having your own social network on your own website doesn’t mean foregoing Facebook, just like inviting someone to your own private dinner party doesn’t mean they can’t go to a rave with thousands of people later that week. You can take advantage of the breadth you get advertising on Facebook, Twitter, and other social media, while using your own corner of the web to have in-depth conversations about what really matters to you and your business.