Why do marketers keep launching their own social networks? Is it vanity? A sense of control? An attention-getter that’s just a pawn in a larger marketing campaign? I can’t figure it out.
British Airways this summer will launch MetroTwin - a network aimed at pairing up New York and London and finding “twins” (similar neighborhoods, hot spots, etc) in each city. Apparently people who live in one of the two cities are supposed to join the network and tell others about their favorite places.
Why would this be interesting to anyone:? OK, maybe if there was an incentive, a contest, a promotion, it might get me to visit. But why establish a social network profile on an airline-sponsored Web site? Why? Why?
