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Computerworld - Ning offers a Web-based service that lets users create their own social networks. Founded in 2004, Ning claims that its service now hosts more than 500,000 social networks, 65% of which are described as "active" -- meaning they've been used in the past 30 days. The list of Ning-run networks includes ImSaturn (http://imsaturn.com/), which was set up by General Motors Corp. for Saturn car enthusiasts.
What effect is social networking having on business? It's going to have a tremendous impact. I think it takes a decade or more for a new medium to really find itself in its true behavior. You saw it with radio [and] television.
In terms of its effect on business, people are going to have a ton of experiments going on, and they should. Not every company is going to have their own social network. A lot of them will, though, and they can be used in all sorts of interesting ways, whether it's a large computer company we know of that is using [Ning] for an internal social network, or what ImSaturn is doing in having a direct two-way conversation with customers.
Why should companies use services like Ning for social networking? Wouldn't it be better to pull that in-house? The challenge in doing that is, by the time you get your social network set up and organized, what people want to do [will be] fundamentally different. So the question is, do you want to staff a team that is doing rapid releases every two weeks on your internal social network?
There is a lot of risk that people will not end up using the social networks that are created internally at great cost and certainly at great development effort.
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