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Apple’s Niche Social Networking Site Generates 1 Millions Users in 48 Hours

Social networking continues to be one of the fastest growing trends in online communication, with Nielsen ratings reporting Americans now spend more time using social networks and online games than e-mail. Apple’s Ping, which allows fans to ‘follow’ their favorite artists and gather information about new song releases and upcoming concerts, is the newest Twitter-Facebook hybrid social networking site to hit the online world. Here, users can also ‘follow’ other friends to discover what songs and artists they enjoy.

Apple launched Ping along with iTunes 10 last week, and within 48 hours of its launch, 1 million people, one-third of those who downloaded iTunes, had joined the social networking site, according to an Apple press release.

As is the case with most new social networking sites, Ping faces some challenges. Some question if consumers will be willing to add another social network to their plate, which most likely already consists of Twitter and Facebook. The lack of spam and URL filtering, and the scams and spam the service generated in its initial 24 hours, isn’t helping much, either. At the same time, the brand might face some dilution issues online, as well; Ping currently ranks fourth on search results for “Ping,” behind a social networking interface and golf club manufacturer of the same name. Adoption may be limited, as well, since Apple and Facebook were unable to reach a business agreement, which means users can’t sync their Facebook friends with their Ping followers.

On the other hand, Ping’s model may suggest a shifting tide in the social networking universe. Most previous and existing social networking sites gear toward mass adoption, full synchronicity with other sites and the ability for users to update all profiles/pages at one place. As we’ve seen with Google Buzz and other similar efforts, this approach doesn’t always hit the mark.

By tailoring itself to a specific audience, Ping could succeed where others have failed and present new opportunities for companies, organizations and public relations practitioners’ clients. Rather than attempting to reach the masses via behemoths Twitter and Facebook, companies may see more targeted ROI by tapping into these established and well-networked niche spaces with tailored messaging campaigns.

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