As you move beyond the 'billboard' tactic of creating sites on MySpace for people (you hope) to run into, and then struggle to identify who might be a potential evangelist for your issue, the idea of creating your own social network site for like-minded folks may be your next step in the world of social media.
I've talked before about Ning and the ease and low-cost opportunities now available to create social networks sites. These sites might serve as extensions to your existing websites, or as stand alone networks for various purposes - even among researchers and staff [or social marketers]. An article in The New York Times (free subscription required) takes a look at how everyone seems poised to create their own social network sites.
The new social networking players... say that social networks will soon be as ubiquitous as regular Web sites. They are aiming to create tools to let ordinary people, large companies and even presidential candidates create social Web sites tailored for their own customers, friends, fans and employees.
Another example of the trend for all technologies to move from mass appeal to mass customization.
photo by Lynetter