Posted by Joe Panettieri
FaceBook. MySpace. LinkedIn. You know about the big social networks. But Microcast has a slightly different view of the world. Our tagline — “Not Broadcast. Not Narrowcast. Microcast.” — describes our focus on building very targeted communities across blogs, conferences and integrated media (examples: MuniWireless and TechIQ). Now we’re experimenting with very targeted social networks.
But where to start? During a lunch conversation in mid-August, Al Perlman and I were talking about all the tech editors who have been moving around the industry lately — due to company sales, the transition from print to digital, layoffs, etc. Fact is, we had lost touch with dozens of friends from our days at Ziff Davis and CMP.
That’s when we stumbled upon an idea. A big idea.
It was time to build a social network for former Ziff Davis folks who wanted to reconnect with one another. Our VP of operations, Rhett Hall, had previously built an alumni site. We talked. A day later, AfterZiffDavis was born — and within two weeks it had grown to more than 300 members. The site is rich with member-submitted photos (all G-rated — except for one PG-13 shot from a former publisher), video (again, G-rated), personal blog entries and mini-groups and forums. And here’s the best part: We’re no longer developing the site. The members are now leading the expansion effort.
Then, the emails started. A bunch of AfterZiffDavis members had also worked at CMP. Naturally, they wanted us to launch a social network for former CMP folks. Although we all have day jobs here, we burned the midnight oil. AfterCMP was born on Aug. 29. More than 50 people joined in the first 48 hours. And once again, the members (rather than Microcast) are now expanding the site. Now, there are requests for AfterIDG… and media watchers like Sam Whitmore are weighing in…
Here’s what we’ve learned so far: You can’t force a social network onto people. We’ve launched a few social networks that failed because there wasn’t a need for people to connect with one another. For instance, introducing one IT consultant to another IT consultant isn’t compelling. But if there was a way to get those consultants all focused on a similar need — like mastering managed services — then you might be onto something. Go very targeted. “Microcast your efforts,” as we say in our offices.
In recent months, several of our clients have asked us about custom blogs and custom social networks. And we’ll continue to build our own editorially driven communities. We hope to have more to share about those efforts in the months ahead.
Hi, I am a ZD alum. I started with Flying ( formerly Popular Aviation, the title which William Ziff Sr. started his magazine business in 1927) in ad sales in 1976 at the One Park Ave offices. Bill was totally in charge along with Vice Chairman Brad Briggs. I worked for Ad Director Jay Durfee, Publisher and Editor Bob Parke and Sr VP/Publishing Director Ed Muhlefeld. Experienced the sale of Flying to CBS, Diamandis and Hachette with all of the changes that one expect. The book moved to 1515 Broadway, then to 1633 Broadway, then to 500 West Putnam in Greenwich,Ct and now back to 1633. Still here after 31 years next month and hope to be here for as long as they will have me. I don’t believe that there are many ZD’ers still here from before CBS and Diamandis but would enjoy communicating with any and all. 10 of my happiest years were the ZD years.
Hello Dick Koenig,
You probably won’t remember it, but at B/CA with Bob Fyan, you had Andrea Eisinger recruit a salesperson in 1978. One of the candidates was me – then Editor of Parachutist Magazine. Although I didn’t get that job, I got the recruiter and married Andy a few years later while working in ZD’s travel group. I ended up leaving and starting Business Travel News at CMP, the family publishing business… In the ZD days I flew a Grumman Tiger, now it’s a Falcon 50.
[...] Guy for speaking his mind, but he has a lot of experience with social networks. He’s launched several social networks that are now thriving communities. For a social network to really take off, you need the members to participate in its growth and [...]
Just stumbled upon this site while scouring the internet. I worked at FLYING (at One Park and 1515 Broadway) while part of Ziff and CBS. It’s been a while now so I think it was 1982ish to 1987. I worked for Pat Luebke and one of my favorite parts of the job was our annual trek to EAA/Oshkosh. We used to put out that daily newsletter on a selectric and we did the literal “cut and paste” to get to the printer. I’m now at Vice President @ Kenneth Cole Productions but I have such fond memories of that time and the people!