Would you like to join the new social network offering participants “The Best of All Worlds?” Sounds intriguing, doesn’t it?
Well, it’s invitation only, so if you haven’t been invited yet, you probably won’t be. Don’t worry though – you’re in good company, considering.
Swedish count Erik Wachtmeister and his wife, countess Louise Wachtmeister have launched a new, private social network that seeks to lure the rich away from those common, distasteful public networks like Facebook and Twitter to a place where they can mingle with like-minded peers.
This is the count’s second foray into exclusive social networking. His previous platform was A Small World, the “private community of internationally minded people from around the world.” He’s no longer involved with that one though. Some rich guy tiff, read about it here.
Regardless of what happened there, it’s obvious the count and countess appreciate the finer things in life . . . and creating a clear have/have not distinction around those things.
According to Brand Channel, “the site will serve as a “social navigator” for the 1% with five modes of operation: private, professional, family, social or party — each with a unique set of photos, links and recommendations”.
Wachtmeister sent out 5,000 invitations in May to a hand-picked “seed” group built around the assumption that people prefer to digitally mingle with those most like themselves, joining “worlds” focused on business, food and wine, health or a better world – for those with charitable or philanthropic interests.
Best of All Worlds will run ad-free for the first month, but Wachtmeister knows his community is prime real estate for advertisers selling upscale goods and services such as watches, wine, yachts and liquor. Until then, he’s financing the site with his own money, investors in Europe, a San Francisco VC firm, and a member of the Saudi royal family. The site now has about 25,000 members from 120 countries and Wachtmeister is looking for the next $5 – $10 million in funding.
Sound a little too snobby to stomach? And why does this man keep creating such networks? Social Media Week interviewed the Count and asked just that. Here’s that part of the exchange:
LC: What is the purpose of invite-only social networks? How do you respond to critics who argue it’s pure snobbery?
EW: Our purpose is not to create an elite social network. However, it may become so because we built our initial member base upon successful and well-connected individuals.
The goal of Best of All Worlds is to create an intimate and trusted environment as opposed to the chaos and overflow of biased information that prevails online today. The site offers special interest communities which attract people with particular expertise, backgrounds and passions to share with others who have similar interests. People are more likely to be comfortable with others they either know directly or indirectly through contacts.
Our site simply provides an environment that is already prevalent in real life such as private country clubs, professional societies or your own dining room. It is nonsense to suggest that all these should not be allowed to exist online.
It is not about snobbery, it is human behavior that has not yet effectively reached the online world.
Oh, well that clears it up. Nothing snobby about THAT answer. Sigh.
Do you have any interest in joining an exclusive network? Tell us about it in the comments!
(Men smoking cigars image from Shutterstock)