Boomerang

As PR pros, it’s our job to be “in the now” and “in the know.” Trend tracking is one way we accomplish this but it’s not the only reason to stay on top of the market pulse. Trends help us maintain our clients’ relevance in the marketplace, identify changes in consumer expectations, and increase a client’s “cool factor” with specific audiences. Market trend knowledge gives us valuable insights so we can develop goods, services, and experiences that appeal to customers. It helps us avoid the risk of disappointing (or worse yet - not even reaching) target audiences.

Scoping the blogosphere over the last year, we’ve seen niche networks become more prevalent but not necessarily at the expense of the more wide-reaching sites such as Facebook, LinkedIn and MySpace. Experienced networkers are spending considerable time on niche sites like Goodreads and Imeem that cater to particular hobbies or interests. We’ve also seen a growing number of networkers forming smaller sub-communities on the larger sites.  

Yes, tracking trends helps us stay on top of what’s happening right now, but it also provides insights into what’s coming next. Looking around the corner, I expect to see a growing number of sites that connect offline neighborhoods, housing communities, buildings, and dorms to online networks. These new networks will provide a virtual space for community members to interact and to find or promote local services. The good news is that a highly localized online network will enhance its offline community. 

For some, the benefit of joining the neighborhood network is to quickly learn about what’s happening, and get updates about their immediate environment. For others, it’s more about connecting with people in their area who share similar socio-economic backgrounds or lifestyles. Hey, if they all live in the same building – they must have something in common!