2011! Funny enough, I did work in a consulting company around that time that was doing a "Facebook for Dogs" for a rich client, and I remember coming to the office one day and the team working on it was working on a "Dog Walker portal". Naturally it bombed worse than most people imagine.
Fun times.
You really need more than "new time bad... remember old time?" to pitch a general-purpose social media product that avoids the obvious, well-documented foibles of social media.