| URL | aSmallWorld.net |
|---|---|
| Type of site | Professional network service |
| Registration | Invitation-only |
| Launched | March 2004 |
| Current status | Active |
aSmallWorld is an on-line social network service similar to XING, and LinkedIn. It is an exclusive (i.e. invitation-only) network with roughly 770,000 members[1] that was founded by Erik and Louise Wachtmeister.
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aSmallWorld shares many features with other social network services, such as profiles, an event calendar, and private messaging.[2] Unlike most other such services, aSmallWorld allows users to list multiple cities for their locations of residences.
aSmallWorld offers seventy detailed "city guides" written by its members detailing and rating high-quality clubs, bars, and restaurants.[3] Members also may buy and sell items, find executive talent and business partners, rent property, and find flatmates using aSmallWorld's private forums.
aSmallWorld often is dubbed "Snobster" or "Friendster for the jet set" by critics, calling its unique selling point is that almost no one can be a member.[4] Another problem is that wealthy and famous people cannot join aSmallWorld even if they want to - since in order to join the community you need an invitation from a friend. Asmallworld often sends members to "a big world" - a website created as a punishment to aSmallWorld members who don't follow its terms.[5][6]
According to Erik Wachtmeister, "members are people with large personal networks, frequent travel and highly active personality." Most aSmallWorld users come from European countries, but over the past three years emphasis has shifted to the U.S., in line with the company's relocation to Manhattan and the staff hiring spree there in 2006 and 2007. London, New York, and Paris are the top three cities of residence. According to Wachtmeister, aSmallWorld keeps "track of people's behavior and we actually do kick people out." Members whose behavior doesn't follow the site's code of conduct may find themselves exiled to "aBigWorld". Typical infractions would be creating fake profiles, using profane language, using the site for self-promotion, or excessively connecting with or contacting other members without knowing them.
Erik Wachtmeister has been quoted as stating that only twenty percent of current members have been entrusted with invitation privileges. The selection of these members involves a number of variables including geographic location, the member's activity and reputation, the composition and balance of the member's network, and completeness of the member's profile. These criteria are said to be used to ensure that ASW members represent the most relevant, interesting and well-informed community on the Internet. It also ensures that the network is balanced in terms of geography, interests, tastes and perspectives.
aSmallWorld has enrolled over 700,000 members since its launch.
aSmallWorld is patrolled regularly for suspicious activity or members who are not connected closely enough to its main userbase.[7] Problematic users are exiled immediately to a separate network called aBigWorld; when exiled users log in, they will find that the color scheme of the website has changed from blue to green, and they no longer have access to aSmallWorld profiles or forum posts.[8]
In May 2006, Harvey Weinstein's The Weinstein Company invested a significant amount in the site as their first online venture.[9] In October, 2009, however, Weinstein sold a controlling stake in the company with a loss making history and cited a need to focus his company's resources on its struggling movie operations.