GCap says ‘no’ to social network
September 14th, 2007 by Wendy McAuliffe
It seems madness to be turning down a golden opportunity to engage better with your online network, but GCap has done just that.
NMA reports today that the radio network has decided against launching a social network as part of the major investment strategy in its One Network. Apparently GCap felt money would be better spent on its core proposition.
To quote directly from Ed Dorrell’s article, Tom Laidlaw, new media director of GCap comments:
“We thought about developing a social network to go on these sites and it was tempting, but we decided against it…Everyone is doing it and we doubted people would go on a social network on a radio station as opposed to others.”
I think Laidlaw might be eating his words in a few months time.
GCap is right to not want to jump on any bandwaggon, but strategically speaking, launching a social network could have been a great move for the UK’s largest commercial radio company.
