It doesn’t get more niche than this - a new invitation ONLY social networking site called aSmallWorld has recently appeared in the spotlight. It is basically a facebook for the elite - a private online community described on the site as being “…designed for those who already have strong connections with one another”.

The main difference between this and other social networking sites is that this is not an open site and not just anyone is free to join - and could be described as breeding a form of elitism and endorsing an ‘us and them’ culture. It’s members include business opinion makers, entrepreneurs and those at the top of the media, fashion, entertainment, arts and sports game.

Lexy Klain’s blog