Rolling Stone To Start A Social Network

As if we don’t have enough already.

It’s fine if there are half a dozen big name social networks scattered across the Net. Twelve big- and medium-sized entities, maybe. A few more than that is pushing it. But there are many, many more than that currently in existence, with a good supply still in the works. Familiar with the word “overabundance”? That’s what we’ve got on our hands right now, and there’s no end in sight.

So you’ll have to forgive the obvious ho-hum undertone here when we mention that Rolling Stone wants to build it’s own “unique” network. Yes, there really may be enough groupies and RS subscribers (I’m one of them) to make the thing work, but it’s hard to believe that that would be so. I won’t completely rule it out, though, if only to save face.

If Rolling Stone wants to create a social network centered around music, it’s already been done. It’s called MySpace (though it's done a terrible job of it). And if MySpace caves, there’s a backup called MOG. There are guaranteed to be several more down the ladder, too, though I’m afraid I cannot name them. Not because I can’t recall the titles, mind you. It’s more to do with the fact that I don’t care enough about them to do the search required. (Honesty is the best policy, is it not?)

Did you happen to read the piece on Profy about the top 20 social networks as tabulated by Hitwise? It was published way back in the middle of March. Anyway, it showed that during the month of January, MySpace reigned supreme with 80% market share, followed by Facebook at 10%, followed by Bebo’s 1.18% slice, after which the following 17 top networks were left vying for remaining 2.47%. Quite an extensive long tail, yes? That’s typical with most markets. No surprises.

The important point to be made here - backed by proof visible in the data above and in the Profy piece mentioned - is that Rolling Stone’s attempt will never make it into the “20 Top Social Networks” list. It won’t even get close. It will gather a small group with little or no growth potential; some will stay for a while, many more will leave soon after arrival. But shortly thereafter it’ll wither away, with nothing more than a byline about its brief time online at RollingStone.com and a short Wikipedia entry. The company has already experienced a television flop with “I’m From Rolling Stone.” Do they really want to screw up once more with “The Rolling Stone Lounge,” or whatever they plan to call it?

The last big move Rolling Stone made was fodder enough to give the world a strong hint that those at HQ were mixing desperation with naivety. For Rolling Stone to build a social network is just inviting an accusation of stupidity on the part of the executives. There’s no need to delve into the specifics who it was that pitched the idea, or who gave the green light to the final draft. Just prepare for big flop #2. Then again, don’t bother. It isn’t worth thinking about a moment longer.