Founded in 2004 by by Swedish banker and globetrotter Erik Wachtmeister, the network is mainly about lifestyle, society, celebrities: Naomi Campbell, Ivanka Trump, Quentin Tarantino, Paris Hilton, Tiger Woods, Prince Emanuele Filiberto Di Savoia and James Blunt are among the members.
SmallWorld shares many features with other social network services, such as profiles, an event calendar, private messaging and allows users to list multiple cities as their location of residence.
Members can also buy, and sell items (Bugatti Veyron, Caviar, etcâ€¦) using aSmallWorld’s private forums or even rent property or find a flatmate.
People must be invited to join. Only certain members of the club have the privilege to invite other members and five members must approve your existence before you’re “in.” (since it’s difficult to verify wealth levels)
Admins closely monitor the network : Rules state that members aren’t allowed to “annoy, harass or unreasonably disturb members, or try to connect to members with whom you have no previous contact.” aSmallWorld kick out members who engage in improper behavior (like networking rapidly with the celebrities or selling products too aggressively).
Members are not allowed to discuss the inner goings-on of aSmallWorld on any outside website”. Problematic users are immediately exiled to a separate network called aBigWorld;
” However, it’s very difficult to build a network based solely on wealth,” says Stephen Martiros, a managing director of a coalition of rich families based in Boston. “You might start with a few wealthy people, but as you grow it eventually reverts to the mean. And once that happens, the wealthy leave. If you have one guy worth $100 million sitting at a table with a guy worth $1 million, only one of them is going to be excited to be there.”
Besides, membership invitations or passwords to the site can be easily purchased on eBay. Some angry users have therefore posted hilarious comments that THE WALL STREET JOURNAL brought to us :
â€œWho invites these people? We should be selective who to invite. What about quality control?”
â€œThere is no reason why when we come online we should have to socialize with truck driversâ€
“One of my friends told me that the site has lowered so much its level, that she has invited her maids.”