A new business networking service hopes to set itself apart by de-emphasizing the friends-bringing-in-friends strategy of many social networks and, instead, matching up people according to their professional affiliations and interests.
InternetWeek reports on new entrant Common Network, which launched in February, and its plans to grow by partnering with larger organizations as a private-label application for connecting members and business contacts. The company is also encouraging direct access to its site and is trying to use channel partners to reach enterprise employees.
Craig Calle, CEO of Common Network, believes social-networking sites have an “almost spam-like method of inclusion,” InternetWeek says. The idea of friends inviting friends works initially, but people eventually start receiving unwelcome invitations from people they don’t know or don’t know well.
To avoid these problems, Common Network is advocating one-to-one networking as a discreet way of establishing trust, and has applied for a patent on its business method.
InternetWeek’s report also comments on new services recently introduced by rival social networks Ryze and Linked In. Like these networks, Common Network will need to depend on the long-term involvement and cooperation of its users to be successful.