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Social networks are splintering into cyber niches

Stephanie Endicott and Marcus Smallegan
REUTERS/Jonathan Ernst
Stephanie Endicott and Marcus Smallegan, first-year students at George Washington University, took a big step in their relationship by declaring it on Facebook.

Have you heard of Wookieepedia? No, not Wikipedia — Wookieepedia. It’s a twist on the familiar online encyclopedia, named after the jungle-dwelling “Star Wars” race Chewbacca made famous, the wookiees.

Anyone can edit the Star Wars encyclopedia Main_Page, which borrows the slate-colored format of its popular predecessor. Wookieepedia is a haven for fans of The Force, where they devour “Star Wars” news, “Star Wars” anniversaries and “Star Wars” trivia totaling more than 54,000 articles.

Traffic to the nearly 3-year-old site is surging. Last month, it netted about 85,000 unique visitors and 4.7 million page views, demonstrating the climbing popularity of niche social networks.

As such heavy-hitting social networks as MySpace and Facebook continue to grow, some of their members are grousing about too many friends and too much clutter. If your Old Man can join Facebook, they reason, the elitist allure is gone.

Social networks target everyone from readers to pet lovers
Mainstream social networks do feature targeted groups. Facebook, for instance, offers an application that tracks the books your friends are reading. But certain bibliophiles would rather bypass the rest of the rubbish and indulge in unadulterated book discussions.

Take Lisa Jensen, 25, a Maplewood bookseller who joined a month ago and has since rated 123 books, writing reviews for half of them.

“I love books, and I’ve been toying with the idea of finding some way of organizing and tracking my reading,” Jensen said. She enjoys “peeking on what everyone is reading and filling my library.”

One of Jensen’s Goodreads friends wrote this comment on her profile: “This site is fun. It’s like an intelligent MySpace (I realize that’s a bit of an oxymoron).”

Jensen is one of more than 850,000 members who have joined Goodreads since its December 2006 launch. That breaks down to an impressive 60,000 new members a month. (Goodreads’ community manager called growth “steady,” saying the site is now run by a three-person staff.

But if reading’s not your passion, don’t despair. There’s a social network for nearly every interest. Pet lovers flock to Music lovers embrace And RNs congregate at, the first of more than 500 specialized sites Baltimore-based Online Linkup says it plans to launch. Some of its planned sites are quite narrow: OsteoporosisLinkUp, BassFishingLinkUp, RugbyLinkUp, QuiltingLinkUp, ChickenPoxLinkUp, HamsterLinkUp and even AlzheimersLinkUp.   

Though it’s fun to mingle with like-minded folks on specialized sites, there can be a downside, warned Jensen, who is also a member of a few niche communities on LiveJournal. “Sometimes it is a way for a specialty community to discriminate and even ostracize someone for not liking the same things they like.  Honestly, there are some communities that will basically drum you out for expressing an opinion that goes against the norm.”
Move over, Match

The movement toward niche networks is reshaping the romantic milieu, too. Rather than joining a mainstream site like or, many singles are seeking targeted audiences. There’s for Inver Grove Heights residents,, and, which bears the trademarked slogan “City folks just don’t get it!” and portrays the American Gothic pair. Some 44,000 people viewed the site last month.

Sites that require little time to join — spurred by the backlash against eHarmony’s extensive process — are also surging. The web analytics company recently named one of the fastest-growing websites, noting that it elicited more than 9.8 million visitors last month, up 56 percent from December 2007. “Online dating made easy,” reads the slogan, which appears above the site’s prominent promise that it “takes less than 30 seconds to create an account.”

Sites that are both quick and local may be the hottest juncture, which helps explain why Twin Cities singles seek romance on It’s convenient, said Andy Dick, 27, a St. Paul landscaper who has gone on a few dates with women he met on Craigslist.  While browsing for a used futon, you might as well find someone to share it with.

It’s also free, Dick noted, which may explain why Craigslist connections tend to be more cavalier. “ girls might be more serious about finding someone because they paid a monthly fee. But anyone can casually scroll through Craigslist. I had a few responses that said, ‘Yeah, it’s late. I’m bored.'”

Craigslist may attract those who are too shy for other dating sites, Dick speculated. Filling out an account with Match or eHarmony can feel like sticking your neck out; posting a Craigslist personal is as easy and anonymous as sending an e-mail.

Creative license on Craigslist
Kate-Madonna, a 26-year-old from Burnsville who works in risk management, said she prefers Craigslist’s blank slate to the rigid format of eHarmony, which she tried for less than a month. “There’s hardly room to express yourself or demand attention with your words. I’m not someone who fits easily into provided two-sentence or multiple-choice questions. I needed the ability to define myself on my own terms, so I went to Craigslist.”

There is a risk to meeting anyone from Craigslist. That reality hit close to home in the Twin Cities last October, when 24-year-old Katherine Olson was murdered. She had gone on dates with men she met on Craigslist and, on the night of her death in Savage, she was meeting someone about a job as a nanny listed on the site.

Craigslist asserts that “the overwhelming majority of craigslist users are trustworthy and well-intentioned. With billions of human interactions facilitated through craigslist, the incidence of violent crime has been extremely low.” But, the site goes on to note, some precautions should be heeded.

That’s a risk Kate-Madonna feels capable of managing. Interacting with someone from doesn’t guarantee safety, either, she said. 

“I don’t feel any safer because I pay for a service than if I start a debate with someone online in Craigslist’s Rants and Raves or if someone spots me in the hall and writes about me in Missed Connections,” she added.

Missed Connections allow locals to describe someone they spotted but didn’t connect with, to their regret. Descriptions are detailed, such as, “Boy in the plaid shirt from the Key’s off of University” or “Black North Face jacket board the 16 bus.”

On Jan. 28, someone described Kate-Madonna in a Missed Connection, writing: “You had on one of those short dresses that are sort of like T-shirts but tight at the bottom around your thighs, black pantyhose this morning walking through the skyways, we caught each other’s eyes not sure if there was a connection or not.”

Although she had always hoped to be written about in a Missed Connection, Kate-Madonna found the detailed description of her outfit bizarre, she wrote on her blog.

“I wished he would have noted my ‘intellectual determination,’ or, I don’t know, something else besides how my legs looked in pantyhose,” she said in an interview. “I can’t believe he used that word!”

Still, she’ll continue perusing Craigslist, which was replete recently with requests for Valentine’s Day dates.  Some were sweet. Others were sickening, like the 40-year-old from Woodbury who offers a box of chocolates and then writes, “The only requirement I have is you are weight to height appropriate.”

It’s a microcosm of the real world.

Christina Capecchi writes about culture and the social impact of technology. Capecchi can be reached at ccapecchi [at] minnpost [dot] com.

Comments (3)

  1. Submitted by Rich Crose on 02/26/2008 - 01:12 pm.

    It truly is a microcosm of a subtle but seismic shift in the social stratum. But the internet isn’t creating this change, only facilitating it.

    Government, who we entrusted with our best interests, can no longer be trusted with our best interests. Science, who’s promise was to find answers to everything, drops space shuttles on our heads as we watch in horror. Corporate America, who once took us under their wing with paychecks and pensions, can spit us out onto the streets anytime the stock price hits a new low. We can no longer trust organized religion with our children, let alone our souls. Yesterday’s poll on religion shows people moving from the command and control structure of existing churches to non-denominational faiths to worship with people of like beliefs.

    We seek comfort in our social networks –family, church, neighborhoods and clubs –groups who help us sustain our lifestyles because they share our beliefs and interests. If your social group is no longer watching your back, find another group. Google, Facebook, Craig’s list, –all will help you out.

    The upside is that we moving into an era where we will have greater individual control over our lives and destinies and we will make decisions knowing we are all a part of a greater social fabric. The downside is that, until we unlearn the hedonism that advertising has so thoroughly inculcated into our thought process, there is going to be social turmoil as the ivory towers of authority slowly dissolve around us.

  2. Submitted by Jenny Hyatt on 02/27/2008 - 02:19 pm.

    We have chosen two niches in setting up – the online emotional health specialist – which is a support network for people with everyday worries, deeper concerns and hidden secrets who can express what’s on their minds openly, honestly and anonymously.

    The first is emotional health as anti-depressants make up the highest percentage of prescribed drugs in the USA. Furthermore, one in three visits to family doctors are related to emotional or mental health issues and one in four adults will experience a major depressive episode in their lives. These figures suggest some worrying trends. People are suffering from the loss of more traditional support networks due to increasing mobility or work pressures. Plus, today there is a greater likelihood of living alone which now stands at 1 in 4 in the USA – all resulting in a greater emphasis on the individual coping alone in contemporary society’

    The second is anonymity – the opposite of what most social networking sites offer. You cannot always talk to those you are close to offline – as they may be the one you have issues with or for fear that they will misunderstand or judge you. Having an anonymous space to express what you feel (on on a ‘brick’ using a state of the art Flash tool that allows you to upload and create words, images and drawings) and to gain peer support from others has proved vital to many of our community.

    So long live niche insofar as it enables people with troubles on their mind to find an anonymous space to express their feelings and find greater peace and confidence in their offline lives.

  3. Submitted by free dating on 08/18/2011 - 02:52 am.

    well people are sharing all the info on their social networking account. It is like their mom and dad might not know about them but entire world would know before them

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