aSmallWorld is an online social network service similar to Facebook and LinkedIn. Dubbed "Snobster" by critics, it is an exclusive invitation-only network with roughly 550,000 members.
aSmallWorld shares many features with other social network services, such as profiles, an event calendar, and private messaging. Unlike most other such services, aSmallWorld allows users to list multiple cities as their location of residence.
aSmallWorld offers 70 detailed "city guides" written by its members detailing and rating high-quality clubs, bars and restaurants Members can also buy and sell items, find executive talent and business partners, rent property, and find flatmates using aSmallWorld's private forums.
Members
According to Erik Wachtmeister, "members are people with large personal networks, frequent travel and highly active personally." Most aSmallWorld users come from European countries, but over the past three years emphasis has shifted to the US, in line with the company's relocation to New York and the staff hiring spree in 2006 and 2007 in that city. London, New York and Paris are the top three cities of residence.
The founder has been quoted as stating that 20% of current members have the right to invite others. According to the founder, aSmallWorld keeps "track of people's behavior and we actually do kick people out." Members who don't follow the site's code of conduct may result in internal exile 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.
aSmallWorld has enrolled over 500,000 members since its launch. The expansion of the membership base has consistently increased by 70% annually since 2005.
aBigWorld
aSmallWorld is patrolled regularly for suspicious activity or members who are not closely connected enough to its main userbase. Problematic users are immediately exiled 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.
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