I had a great time this afternoon doing an hour long consulting session with some young European entrepreneurs who were considering adding a social network to a popular local niche content site they had recently acquired. I advised them not to do so, but that advice was tongue in cheek.
I suggested that instead of adding a social network to their site, they should just add rich user profile pages, site-mail (user-to-user messaging) and the ability for users to track each other’s content. Add personal publishing to this list (their site already offered this) and what have you got? All the useful traits of a social network, without the Yet Another Social Network baggage.
Social networks have caught on for a reason – they offer functionality that’s very useful for a lot of people in many different communities of interest. That said, everyone is wary of copy-cat, roach-motel, me-too social networks. Why not have your cake and eat it too? By framing the extension of your existing site as just that, an extension of your existing users’ profile capabilities, instead of as a social network launch – you can make everyone happy and maintain your dignity.
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I wear two hats. I consult for companies on usability, market intelligence and launch planning. I also blog about new web applications and internet industry news over at Read/WriteWeb. I don’t write about my consulting clients, but after several years of experience working on both sides of the promotion game – I think I’ve got some pretty good advice. At least on what not to do! 
As part of some recent consulting work, I spent some time looking at the new people-search engine from 
Update: I have to update this post in July of 2009. Today I get the keys to the first house my wife and I have ever bought! No more paying rent, thanks twitter!