Technology

Proof positive that if it’s worth doing, it’s worth overdoing:  social networking is now available for your pets!  A great number of sites are available where owners can create web pages dedicated to their cats, dogs, or other animal companions.  These pet social networking sites, or “pet-working” sites, serve as a gathering place for like-minded folks who are fans of the domesticated species that occupy our homes and hearts.  The services are free since they are ad sponsored, like Facebook or MySpace, but advertisers have a bonus: they know their target audience is guaranteed on every page.  Pet-working seems to fill a niche-market that has everyone begging for more.

Heavily covered in an Associated Press article, pet-working sites are springing up all over the web.  Among the more prominent are Doggyspace, Catster, Dogster, and Youpet.  Some people take to writing entries in first person as if it were truly their pet at the keyboard.  Others simply post about their pet and share amusing stories as a pet owner.  It seems that there is no end to the number of people who want to share their pet with the world.  Pet-working sites have yet to register on a ComScore report for popularity, but membership numbers alone indicate that this market segment is ripe for manufacturers of pet products or items that pet owners buy more frequently than most consumers.
 
Pet-working sites like Catster, offer pet owners a chance to share stories and best practices.  Unlike generic social networking sites like MySpace or Friendster, pet-working sites are one stop shopping for those who are looking to meet other people who have a known common interest.  Grooming tips and tricks, dealing with medical conditions, and sharing information unique to specific breeds are all available to pet owners with the click of a mouse.  (Don’t tell the cat!)  There is even space to post videos of your pet performing amazing or goofy acts, as many members aren’t afraid to perform in front of a camera.  Overall, the area is a friendly environment for people to meet and talk without divulging too much about themselves, personally.
 
Nothing is free and pet-working sites are no exception.  However, most pet-working sites are funded by manufacturers like Purina, Arm & Hammer, and Eureka.  These companies are tapping into a social networking market bonanza.  While other advertisements on human social networking sites are hit or miss, pet-working sites are virtual control groups for marketing teams.  Test advertisements for known interest groups can be run before major media blitzes in more expensive venues like television and radio are released.  The average return on dollars spent for pet-working sites is sure to be higher than for spots in Facebook or MySpace and lack all the complexities of keyword searches or privacy infringement of spyware.
 
Pet-working isn’t really a new concept.  People have used their animals as a way to meet other people for a long time.  Pet-working is the electronic version of taking your puppy for a walk in the park.  Anyone who is interested in animals will stop and chat with you for a while as they pet and admire your dog.  For cat owners, the equivalent is, perhaps, noticing the stray hair on an outfit or recognizing the bit of catnip on a person’s sweater and sharing stories.  With the internet, those folks who may have been shy about putting their personal information out on the web in MySpace are able to live vicariously, and virtually, through their pet’s social networking site.  For advertisers, that’s the cat’s meow.

By Alicen Hogan