we don't need to speak about Synereo strategy differenciation in details here to point its relevance in the market: getting paid to do what you do with facebook.
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tsu.co is trying just that. I have an account there that I use to communicate with exactly one person. From what I've seen so far, paying people for using their social network dramatically decreases the quality of the content, plus, increases reposts, at least if you base earnings on activity.
Are users joining Tsu because of the revenue or because of the lack of ad spam? I presume it is the latter and an ideological motivation to support a social network that will stop spamming them and lowering the quality of the social network experience. The compelling niche in this case are those who hate ad spam enough to lose all their Facebook contacts, which frankly is apparently not most people.
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Their main advertisement point is the first point, actually. Which leads to a kind of "grassroots" ad spam, people posting the same thing over and over again, low quality/big quantity posts, generic comments, stuff like that. And there are sponsored posts, which are basically ads.