A New Niche: Dot429
8/12/2010
By Gina Goodman
A new brand of networking sites has popped up on the Web, taking the same idea that gave sites like Facebook, MySpace, LinkedIn and eHarmony millions of users and whittling down its concept to create niche networks for certain demographics.
One of these sites, Dot429, used this trend to set up its own network of lesbian, gay, bisexual and transgendered business professionals. The network provides the LGBT community and their allies – non-LGBT individuals, colleagues, friends and supporters – with a platform to expand their business network and further their careers.
“[The site] offers content about being a professional from a gay perspective,” said Elliot Tomaeno, who is a media communications manager at a public relations firm and also one of the sites’ members.
Tomaeno explained by quoting the website’s CEO and founder, Richard Klein. “[Klein said] ‘being gay always had its challenges, professionally.’ The idea was to ‘make being gay an advantage.’”
The network launched in April 2010, and since then has become well-known in Chicago, New York, Los Angeles and San Francisco. Whether connecting with other LGBT business owners, promoting LBGT events, or highlighting LGBT blogs and articles, the network attracts a slew of like-minded professionals. It is expected to reach over 100,000 members nationally by the end of this year, and is proving itself to be a successful tool in the LGBT community. Even the site’s name provides insiders with a sense of camaraderie.
“The name Dot429 is a bit of a secret handshake,” said Cathy Brooks, a strategic communications coach and one of the sites’ founding members. “4-2-9, when viewed on an old alphanumeric keypad spells ‘G-A-Y’, and the ‘dot’ indicates ‘connecting the dots.’ Not merely of the LGBT community but also extending out to the ‘A’ as in Allies.”
Brooks was approached with the idea for the site several months before it launched, and knew it had potential to benefit the LGBT community in new ways.
“It's not a ‘social’ social network as Facebook or others would be seen,” she said. “Dot429 is a true hybrid of social interaction, content, as well as expanding beyond the digital sphere into off-line events. What you'll find on this site is different in that it does come from a largely LGBT perspective. The underlying differentiator from other networks is its attention to community strength.”
While being gay in the business world may not have the challenges it did decades ago, it can still be difficult. Tomaeno said he has dealt firsthand with bigotry in the industry.
Tomaeno said he had to be “fake straight” when working at previous jobs. “In PR it usually isn't that big of a deal, but when doing new business calls I definitely try to play down the fact that I am gay, you never know how someone will react.”
He said Dot429 helps others like him navigate the business world fearlessly.
Brooks has had a different experience as a LGBT business professional, but nonetheless finds the network useful in many other ways.
“Personally, I've not faced discrimination due to being gay, so it's less about that for me than it is about just wanting to support the community,” she said. “Given an option between two professional colleagues of equal talent, experience, etcetera, my interest is always in supporting those who otherwise face a harder uphill climb. It's why I avoid Starbucks at all costs heading instead for my local coffee shop.”
Making the Pitch
Brooks said she is “always open to hearing ideas” when it comes to making story pitches.
“Every week we have a specifically designated theme on which we're writing, so the pitches would have to speak to those particular themes to be included,” she said. “However, I would encourage folks who have ideas, at least about social media and technology, to send them along!”
Tomaeno encourages PR professionals to look into the site as a useful source.
“Dot429 is a great place to promote your product, service or idea to a community of LGBT business professionals who have, on average, more disposable income than their straight counterparts,” he said. “Say I was looking to promote a new online boutique for one of my clients. I could use Dot429 to search out some influential partnerships, LGBT bloggers, LBGT reporters and industry thought-leaders, in every industry from design to restaurants.”
Contact Information
Dot429
Cathy Brooks, founding member and contributing writer
Elliot Tomaeno, member
(415)371-9313