Note: I’ve just added the “Habla Espanol?” graphic (above) as clickbait/eye-candy. Let’s face it, the swipey image-driven socialNet interface really demands visual snazz. The screen capture of beBee’s international navbar (below) was relevant and informative, but not simplistic and eye-catching enough to be successful as the ‘hero image’ for this article. It’s “the nature of the [socialNet] medium” …
Deconstructing the environment
More than 40% of beBee content is consistently in a language-other-than-English.
The “international navbar” across the bottom of beBee pages is also informative. The first 10 countries listed are all Hispanic-majority nations (the United States is there, too, but heck – They’re not stupid).
LinkedIn has a substantial international profile, as well, though my casual impression is that it’s more Euro/Russia, India/Pakistan, and MidEast – with a fair representation from Japan and EastAsia.
Worth noting: There are no Mideast or EastAsian countries in beBee’s “international navbar”.
beBee specifically mines the Hispanic Nation market
Does beBee have any traction with Hispanic Community markets, such as “Latinos in the US”?
In any case, when the beBee Selfie Squad is on-the-road-and-talking-business, you can bet that the topic is …
in my opinion
Affinity is Community
Community may be linguistic or ethnic or both … or other. But all socialNets create community on the basis of some form of affinity.
A successful socialNet embraces community activism.
Here’s an example from my own WayBack Machine (back in 2007):
Interactive One was looking to create Web 2.0 presence targeted towards serving the African-American community.
Interactive One had itself grown out of a successful publishing conglomerate (primarily radio and print) which targeted African American – and later Hispanic – audiences. (wikipedia)
Although the focus of the engagement was to craft a UI that could address the complex needs of a social network, a big challenge was to address the production & administration logistics of the social networking platform & management tool that the client had acquired.