Social Networks: Expansion vs. Brand Dilution

Wharton looks at the potential downside of social sites' thirst for growth. A key point:

"It's debatable whether broadly expanding is a good idea. A lot of businesses start small and expand, but when you are dealing with affinity groups that hope to foster a sense of community, [the decision] is more complicated. Is it better to focus on a successful niche or make a play for world domination?"

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