Social Networking Snobs

Last week I spoke about Genkvetch, a niche social networking site catering to an older demo, those who don't quite fit in with the young whippersnappers on Facebook. Well the niche networking trend appears to be growing. Meet Affluence.org:

"Affluence.org is an exclusive online social network for the affluent and influential aimed at forming a socially conscious, elite, and exclusive community that helps wealthy, influential, and affluent people make life better for both themselves and others."

Although membership is free, the criteria to join in quite strict. All members must have a net worth of $3Million or an annual income of $300K and this must be validated through public records. Members are screened regularly to make sure they still meet the site's requirements.

But don't fear- even if you hob nob with the upper crust by taking a Greyhound out to the Hamptons every weekend you can still become a member by getting at least five of your wealthy friends to vouch for you.

Affluence launched in September and currently has more than 20,000 members. According to According to the St. Petersburg Times, some of the site's members include celebrities, investors, publishers and socialites from around the world, including Rolling Stone co-founder Jann Wenner.

With the tagline "Make Life Better," the site puts a very nice social responsibility spin on its "mission:"

"Affluence.org conveys a strong sense of philanthropy and social responsibility demonstrated by featuring a detailed charity section where members can direct donations, RSVP to fund raising events, watch videos relating to the cause, or indicate that they support the charity. Affluence.org also donated 15% of their monthly media, both print and online, to selected charities."

Okay, so this isn't just an elitist networking tool, a blue-blood online destination? This is a legitimate place to gather with other upper class members of society and help people less fortunate. Well, great. You shut this cynic up...that is until I reached the bottom of the "About Us" page which speaks to marketers directly:

"Access to this elite target market is unparalleled and our marketing partners know they reach a defined target audience with shared social interests and affluent lifestyles. The accuracy of our information is unlike that of other media publishers who estimate audience demographics through less reliable outside surveys and audits."

And so we see this is nothing more than a marketers wet dream during this financial crisis- direct access to a growing audience of wealthy individuals looking to spend and give. Bravo Scott Mitchell (founder of Affluence), you're a marketing genius!