CI Group on Ning Now Counts 500 Members. Well Almost

The membership of the competitive intelligence group on Ning, the free social networking management service, was at 497 as this post was written at 9:20 p.m. (Eastern time in the US) on January 4, 2009.  That means that in a little over eight months an online group that absolutely no one is being paid to run and has what I'd say is a moderate level of activity has built a membership that is roughly 20% of SCIP's in size.

This isn't meant as a criticism of SCIP since there are some obvious differences.  First, the group on Ning is free.  Second, the group at Ning isn't providing a lot of the services that SCIP provides (conference, magazine, etc.).  That said it's an interesting development for a couple of reasons.

First, the group at Ning is providing a group of people a venue to discuss issues related to competitive intelligence in an informal setting.  It's kind of like being able to shoot the breeze with attendees at a live event but without the actual event.  As the group has grown and as the members are beginning to trust that it isn't just a passing fad it's starting to get more activity, which will only add to the value attributed to it by its members.

Second, all of this is happening with no one really minding the store.  Arik Johnson, a former member of SCIP's board of directors, started the group last spring and periodically pokes and prods at it, but for the most part the discussions are self-directed.  A lot of that is due to the fact that people who have long proven their interest in the field and who were actively involved with SCIP have been engaged with the group from the start.  In other words there are SCIP board members and former board members all over the place!

Third and last point of interest is the fact that SCIP hasn't been able to create this kind of online community themselves.  I think a big reason for this is that there's no friction on the Ning site.  There's no need to worry about balancing the needs of paid members versus non-members.  Ther "Ningers" don't need to worry about how their social network might impact existing programs, or somehow cannibalize revenue producing activities.

That said it would behoove SCIP to study the Ning group closely and determine how they might want to either mimic or engage the group.  I don't think it's currently a threat to the organization, but if they aren't careful it (or one like it) could become one.