It’s not easy being a super rich person these days. In your own little universe, you’re paranoid about maintaining your wealth, and outside your universe, the masses are usually bitter that you can still lay claim to a private jet while they are struggling to make their gas payments. No one really wants to be your friend.

That’s why social networking sites such as Diamond Lounge (what a ghastly name) and asmallworld think they can fill the gap. Okay, so it’s hard to imagine Donald Trump trawling through his network to look for more friends. And they aren’t exactly in need of more like-minded peers. But maybe then again, they do.

Just because Warren Buffett is the world’s richest man doesn’t mean he doesn’t need tips on good wine. Or Bill Gates. While he’s kicking back — being largely out of the scene in Microsoft — all he has to look forward now are picking out a personal chef or where he can find a new country club after The Yellowstone Club went bust. So be friends with them, Carly. Don’t ignore them. They need you.

The luxury advertising dollar is still very much coveted and hasn’t been maximized online. But the problem here is how do you ensure that you have a large-enough audience for advertisers, and yet preserve that sense of exclusivity to the network? Also, how will you define rich?