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When MySpace isn't black enough: BlackPlanet.com
There's no denying the appeal of demographically focused media outlets like BET, Lifetime, and SpikeTV to potential advertisers. So whether you're selling products for black people (BET) , women (Lifetime), or gangly teenage boys (SpikeTV), you can exploit a specific vertical media outlet that will expose your product to more of the people you are concerned with selling to.
As we enter the age of social networking, we begin to look at demographic focus in a slightly different manner. Because of database and user profile technologies, it's possible for a single social media outlet, such as MySpace, to provide access to many different tightly-defined demographic consumer groups who are participants in the social network.
Now, instead of dedicating the entire media property to a particular interest group, the social network operator can identify communities of special interest, of a specific race or gender, or of a particular religious background, making very appealing advertising opportunities available. Those who are pushing products aren't so much advertising any more, as they are merely participating in the network that serves their vertical.
Nevertheless, somebody at a company called Community Connect has decided that the approach employed by television network BET (that is, branding an entire media property around a certain race) remains the way to go. And apparently, over one million American blacks agree with them. BlackPlanet.com is a social networking site that is patronized primarily by African-Americans. The site has little to differentiate it from other social networking sites, although there are certainly a few cute innovations here (like BlackPlanet's Secret Admirer feature, a twist on Facebook's "poke").
Community Connect also runs MiGente.com, which is being pushed towards Latino-Americans, and AsianAve.com, which is being pushed towards Asian-Americans. Can these vertically-oriented social sites survive in a Facebook world? Having a million members is certainly a good start. So is carving out a meaningful niche--it appears BlackPlanet has done both.
Comments
26
Subscribe to commentskevjohnNov 19th 2007 10:50AM
I think one valid reason for the existance of BlackPlanet (and I'd imagine AsianAve, and the others) is that there oughtta be SOMEplace online minorities can go to and not have dumb, ignorant ass comments thrown their way every single hour of the day. And I hardly think niggaspace or myghetto would fit that bill.
I'll give you a pass on this one D.S., out of my assumption that you were simply being culturally ignorant yourselves. But this was some silly shit far beneath your usual standards.
mr-shabbyNov 25th 2007 11:20AM
Whine all you want, but BlackPlanet is just as racist as WhitePlanet would be. Why the hell can't we all just get along?
ConPermisoNov 25th 2007 4:13PM
so...why isn't this post in the "most commented on (60 days)" list? and don't give me the "technology is just goofy sometimes" excuse either.
DeDayNov 28th 2007 10:38AM
Blackplanet.com been around for years. It was very slow in the being and the sad part I learn the truth about it at Truthaboutblackplanet.com.
BillDec 23rd 2007 2:06PM
How can a minority site be negative to the majority?
Why do they care...hate?
As someone over 52 I remember well when segregation was law and Blacks were forced to be separate and have their own everything. How strange and sad to see that some young attitudes and responses today of the majority have not come very far in understanding and tolerance.
If they have never lived as a minority 15% or less, I guess whites will never understand.
Ignorance is Bliss.
Sandy BrittJan 4th 2008 1:11AM
how you doin
ha,ha,ha just kiddin im so retarded at times. but so ya'll niggaz know me i-ight peace