LinkedIn & Differences in Social Network Audiences

Online social networks have become ubiquitous in the past few years. What forms of value do users get from these services and who is most likely to sign up on LinkedIn versus other sites?

Individuals extract different types of value from various social networking sites such as MySpace, Facebook, and LinkedIn depending on what type of audience the networking site is geared toward. For instance, the person who actively manages their LinkedIn profile may do so for a completely different reason than the person who Saves the Rainforests one tree at time on Facebook. Moreover, the person who actively manages their MySpace profile may do so for a completely different reason as well. What are the differences and similarities between the social networking sites and how do individuals find different values based on the different sites?

LinkedIn's target audience is the individual who wants to connect socially for the purpose of extending their network in the business world perhaps to keep in contact with former coworkers or even to search out a new job. LinkedIn also has built in features that allow job recruiters to seek out potential hires who's experience and skillset may fit the needs of a position they are attempting to staff. The value that is offered via the LinkedIn site is greatly different that the value that is found in sites like MySpace and Facebook.

MySpace was originally a social networking site that was geared toward to fledgling bands who were looking for a medium to provide their music with the exposure they needed to hopefully make it big; however, it rapidly evolved into a site that was mainly used by individuals to build a network of friends, whether they were real friends or just cyber friends looking for someone else who had the same interests. I, for one, used MySpace to try to track down old schoolmates for my Ten Year High School Reunion. Without the site there were definitely some people who would not have been located.

Lastly, Facebook is now probably the most ubiquitous of all the social networking sites as the site's managers were forward-thinking enough to allow individuals to not only create a network of friends online, but also enable "techies" to build applications that interfaced with the Facebook backend. Facebook is somewhat similar to MySpace, but has taken the world of social networking to whole new level by not only giving the Abercrombie & Fitch wearing college student an online place to meet new friends and maintain existing relationships, but also a place for your mother and grandmother to find old pen pals.