Social Network always makes people think your trying to build a new MySpace. Can anyone suggest an alternative term to use when your site is social but a bit more niche or just has some social features?
Start by explaining the niche and why users are going to go to the site to begin with. A networking site typically starts with almost zero nodes, so there has to be something to get the initial crowd there and buzzing.
MySpace started by being a place for bands to showcase their music. The social network grew around the music. It's similar to the way an Opera House is a place to stage a show, but eventually turns into a place for people to go on dates, meet people, and show off. People will sometimes show up and barely notice the performance. MySpace is probably more like a collection of bars than an Opera house.
Eg:
Complex circuit analysis app - no, not on the net.
Tool that helps people communicate and share knowledge - yes, on the net.