An interesting departure

British Airways has launched its very own social media platform – Metrotwin. The online community links those from 'the two greatest cities in the world' - London and New York, and represents one of the most significant drives into social media by a big brand.

The network allows users to provide recommendations of the best places to go and things to do in both cities whilst also helping users navigate the vast amount of online information on the two cities. Echoing Facebook, Metrotwin lets users create profiles, follow others and review and rate different aspects of London and New York.

This use of social networking signals a trend whereby content is becoming more niche and personalised. Where once an individual, group or brand might set up a page or group on a networking site, perhaps our demands and experiences are such that we now want to be able to create an entire platform to establish a unique, personal and relevant social network.