This leads us to a much more specialized type of startup company – one that can form around discrete aspects of a very narrowly defined segment. Its founders create it, own it and then manage their risks accordingly.

Think about how many startups long to be bought out by Google. Not because they are in trouble, but because that is their mission in life. Seriously. Their mission statement is “to be purchased by Google” or Facebook.

How did this happen?

I think the starting point for me was when Cisco bought Stratcom back in the late 90s for $3.7 billion dollars. And then Cisco’s market cap went up roughly the same amount! This flew in the face of the notion that all innovation had to come from within. Acquisition was now a viable strategy in tech, as it had been in other industries for years.

What’s a marketer to do? Well, there is money to be made in being niche. So if you are in a small technology firm, try owning as defined a niche as you can – such as LinkedIn’s advertising operation. This company’s brand promise delivers on what it says while focused on a defensible position. Just don’t forget to can manage the risks.

Perhaps niche is the new black!

I submit that it is! Please hear me out.

When I say Ralph Lauren, Nine Inch Nails, Vineyard Vines, GAP – or even Apple – you get a sense of a very homogeneous type of person. You get a picture of exactly who I mean and the “lifestyle” that brand portrays. When I say Ralph Lauren, it’s like reading the preppie handbook.

But what happens when I say Unisys or Delco or even Oracle? What mental image, what picture of homogenous people comes to mind, if any? Probably nothing, right?

Now, consider Nine Inch Nails and their use of social media. The band printed tour shirts with different, seemingly random boldface letters that, when strung together, spelled out a website address – iamtryingtobelieve.com. The tactic engaged an audience that was totally in sync with their brand and lit up their community site, Spiral.

Sure a B2B company can launch a microsite any day. But can it launch one that speaks to the company’s audience so perfectly that it resonates with a vast majority? I would submit the answer is no.

Yes, I know microsites aren’t social media. My point is that out in social media land if you know exact who your audience is, what will resonate with them and how to tap into it, you are home free. B2B audiences are more fragmented, with internal employees, external partners, channel partners, third party vendors, and, oh yeah, customers and prospects.

What’s your take? I’m interested to hear from you …

In order to provide some answers to this questions, and in a partnership between Deloitte, The Society of New Communications Research and Beeline Labs, we are conducting a research project on how companies measure progress and success within their business communities.

If you are involved in managing online communities for your organization, you are invited to participate in the 2008 Online Community Effectiveness Study. To take the online survey, go to: http://www.communityeffectiveness.com.

Results of the survey will be freely shared in May to all who are interested in this subject.

Thank you - Francois