Asmallworld.net: Online Social Networking Goes Upper Crust

Asmallworld.net is a social networking site where membership is by invitation only and is intended to have members of only the most elite social spheres around the world.

Would you like to join this network? If so, have your diplomas and financial info at the door folks. Do you have a first home on 5^th Avenue, a second home in Vail, a third Palm Beach and a fourth in Monaco? Are you Ivy League and do you have a Masters or PhD beyond your undergrad credentials? Do you speak a second or third language? Then this may be the online social networking site you’re looking for. Forget about social profile pages dedicated to college bands a la Myspace.com, members of Asmallworld.net will share photos, stories posts and discussions of their own forays into debauchery at Polo matches and exclusive parties for the limited set. All you A-Listers, start emailing your friends so that you can get hooked into an invitation. Of course the A-Listers should be prepared to pay…

Founded by Erik and Louise Wachtmeister, and currently headed up by Joe Robinson (President and CEO), this social network is poised to grow, so long as the user experience keeps pace with their promotional work. Financial and promotional/PR related name backing confirmed by Harvey Weinstein and other media and entertainment names should go a long way to developing the registered user numbers. The network currently boasts approximately 150,000 registered users. If they really want to keep it cache, the site should remain small in terms of registered users.

With most members earning over $250,000/year, networths may not be through the roof, but the network is a good fit for marketers and advertisers of major luxury brands; think Cognac, diamonds, handbags and private Jets. Advertisers are already lining up to access the150,000 or so registered users. Brian Morrissey‘s August 14, 2007 article in AdWeek discusses the ad push by Mediaege:cia on behalf of Remy Martin.

A September 6, 2007 New York Times article wraps things up nicely regarding the overall mission and progress of this network. I agree with Pam Danziger who was quoted in the NYTimes article that for truly wealthy people, time is the greatest luxury and the truly wealthy “are not going to waste it hanging about on a social networking site.” I believe Pam is referring to “Old Money” types who are likely not to be found in such a site – or any other social networking website for that matter. Based on some of the commentary flying around, Asmallword.net may be geared more to the “New Money” set. People are already using it for party promoting and outright business networking which is the last thing that the truly wealthy and old money types feel like doing with their time.

It will be interesting to see where things go with this site now that they are really pushing the PR.

Lastly – a brief note to Mr. Robinson and his site team: The press page on the site lacks global site navigation. It would be helpful to allow a site visitor to have full navigation on the site at all times. The back button did not work from there either. It will also help with organic optimization purposes long term. I was using Firefox when visiting the site.

BTW – I’m still waiting for my group of “socially connected friends” to send me an invite. YOU know who you are and you know my email address ;-)

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