The top-level domain (TLD) .SOCIAL is an online address space that was created to foster interactive activities and online communities. It is a targeted domain that is designed to serve societies, clubs, associations, charities, groups, brands or anyone who wants to share or start an online community.
The Internet Corporation for Assigned Names and Numbers (ICANN), the organization that oversees the management of TLDs, approved the .SOCIAL TLD as part of its new generic TLD (gTLD) program. This program was launched in 2012 to increase competition and choice in the domain name space, and since then, hundreds of new gTLDs have been released. The .SOCIAL TLD is managed by Donuts Inc., a domain name registry that operates hundreds of gTLDs (ICANN, 2021).
The .SOCIAL TLD is marketed as a domain for engaging, interactive entities. For instance, organizations, groups, clubs, and other social settings can use the .SOCIAL domain to create an online space that both reflects their organizational goals and fosters a sense of community. A brand can use this TLD to differentiate their social media hub, where their fans can gather and share. A group of hobbyists can create a community hub where their passion can be shared and celebrated. Even individuals can use .SOCIAL to create a unique, memorable location for their personal social media presence.
In fact, in terms of application, several high-profile brands and individuals have used the .SOCIAL TLD. One such example is rap artist Snoop Dogg who uses www.snoopdogg.social for fans to converge and share about his work, creating a centralized social hub.
The .SOCIAL TLD provides both an opportunity for organizations to have a unique web presence and an effective tool for fostering online communities. It can be a key component in an organization’s digital strategy, helping to actively engage consumers, stakeholders, or fans in innovative ways. It highlights that the web is an inherently social medium, and with the right domain, can deepen connections, increase engagement, and foster online communities.
A couple of reliable sources for this information are the ICANN’s website, which provides details of its gTLD program and the new domains introduced (https://www.icann.org). Information on Donuts Inc., the registry managing .SOCIAL, can be found on their website (https://donuts.domains). Snoop Dogg’s use of .SOCIAL was referenced in a DomainInvesting.com article (https://domaininvesting.com/snoop-dogg-got-new-domain-name/).
