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ASMALLWORLD (ASW) is an invitation-only^[2] social network, which relaunched in the spring of 2013 as a private international travel and social club, with a peer-recommended and verified user base capped membership at 250,000 members.^[3][4][5] Described as "Myspace for millionaires" and "The secret social network for the elite", the site was founded in 2004 by Erik Wachtmeister and was one of the first social networks at that time.^[6][7][8]

To join, one must receive an invitation from an existing member, or apply online to be considered for membership.^[9][10]

In May 2006, Harvey Weinstein's The Weinstein Company acquired the majority share.^[11] In October 2009, Weinstein sold the controlling stake in the company, citing a need to focus his company's resources on its struggling movie operations.^{[citation needed]}

Swiss entrepreneur and investor Patrick Liotard-Vogt purchased the controlling stake and became the company’s Chairman.^[12] However, the new ownership group's has reportedly run into financial trouble, being sued by a former asmallworld employee and reportedly owing others debts of approximately $5,000,000.^[13] The ownership group has reportedly fled such debts to St. Kitts ^[14][15]

In February 2013, ASMALLWORLD announced that as of March 1, 2013, it would not be accepting new members, citing an initiative to ensure the integrity of the community.^[16] The company mapped a new strategy with a smaller network and more perks for its members. After shutting down, ASW relaunched in May 2013.^[17]

The site relies on its members to determine who receives access to the community. According to founder Erik Wachtmeister, "members are people with large personal networks, frequent travel and highly active personality".^{[citation needed]}

Of the existing membership, only certain members have the ability to invite new people to the community.^{[citation needed]} ASW grants invite privilege to members on the basis of a number of variables, including geographic location, the member's activity and reputation, the composition and balance of the member's network, and completeness of the member's profile.^{[citation needed]} These criteria are aimed at ensuring that the network is balanced in terms of geography, interests, tastes, and perspectives.^[18]

ASW users must obey a code of behavior, which mandates that they may only post pictures of themselves in their profile pictures and may not use aliases. The site is monitored for profanity, racism, slander, explicit promotion and commercialism, and suspicious behavior.^[19]

ASMALLWORLD is part communication platform, part service platform.^[20] The website is tailored to facilitate both online interaction and offline meetups between members.^[21]

The site shares some features with other social network services, such as user profiles, an online calendar and private messaging. The site also offers over 100 "city guides" written by its members detailing and rating restaurants, bars and clubs. To facilitate meetups, ASW’s site has a “Geolocator” tool, which allows users to post travel plans as well as browse and comment on the travel plans of other members. Members can also view upcoming ASW-hosted events in different cities.

In 2012, ASW released a mobile application for iOS that allows members to indicate whether they are willing to meet up with fellow members nearby or during upcoming travels.

The site also allows members to buy and sell items, find potential employees and business partners, find investors or ventures to invest in, rent property, and find flatmates. Using the site’s discussion boards, members can exchange advice on travel and business, or simply engage in conversation.^[22]

ASMALLWORLD allows users to list multiple cities for their locations of residence.

ASMALLWORLD hosts about 300 events per year worldwide for members to get together. A membership card designed by Waris Ahluwalia provides access to various privileges and ASW events worldwide; an extensive privileges programme that offers deals and discounts on travel, lifestyle and luxury goods.^[23]

Each year over 200 members attend the Winter Weekend in Gstaad, Switzerland, where members can join in wine tastings, fondue parties, and a dinner event.^[24]

In 2011, members donated €40,000 to a sex trafficking prevention charity run by Somaly Mam. At the 2012 Winter Weekend in Gstaad, members raised $95,000 for the Alzheimer's Society. Carey Mulligan, an Ambassador for the Society's Alzheimer’s Society, was present.^[25]

The company also offers invitations to events hosted by its partners.^[26] For example, users might preview new collections from fashion designers. Members also have access to a privileges program. Here they can choose between over 500 partners offering reductions and VIP service among other things for hotels, car services, designer brands, and other lifestyle brands.^[27]

The company has stated through its mobile iPhone app that they “will be extending members-only perks and benefits exclusively to ASW members” with selected partners.^[28]

When ASMALLWORLD relaunched as a pay site in 2013 they promised members a week long free vacation in St. Kitts and free introductory car service from various airports around the world.^[29] ASMALLWORLD successfully delivered several hundred airport car services to early joiners. ASMALLWORLD then cancelled the service without notice. This lead members who attempted to book after capacity was met to be upset that they paid $120 and did not receive the valuable service promised.^{[citation needed]} Construction of the hotel in St. Kitts was delayed and all members were informed that it will be fully open in December 2014, over a year and half after the initially advertised opening date.^[30] Members have been removed from the site without warning and have not received a refund.^{[citation needed]}

The 2013 effort to bring down the number of users from around 850,000 to 250,000 involved the expulsion of several members. According to the ASMALLWORLD management these were "a small group of under 900 users, most of whose accounts were dormant and the remainder who had acquired a notable percentage of declined and ignored connections, complaints from other members or reports of unsolicited or inappropriate messaging". The purge included some celebrities such as Tiger Woods, allegedly on the grounds of his extramarital affairs.^[31] The management stated that the process was based on an "algorithm" and that it had "decided to terminate the accounts of anyone who undermines the unique spirit of openness that serves as the cornerstone of ASW". As a result, a few thousand former and current members gathered on Facebook in a group called "asw nostalgia", of which one admin was subsequently removed from ASMALLWORLD. ASMALLWORLD defended this action with a personal comment on the member.^[32]

In April 2014 ASMALLWORLD was sued by a former employee in Federal District Court in Manhattan for discrimination. The plaintiff alleges that he was fired by ASMALLWORLD for requesting paid leave when his spouse had a child. ^[33][34]

• List of social networking websites

• Official Website