Tuesday, August 29, 2006

What MySpace Means for Marketers


Rupert Murdoch was quoted last week in "The Hollywood Reporter" as saying "In a sense, we say we've got 30 million portals." If you've spent any time playing around with News Corp.'s MySpace social networking site, you know the remark is accurate.

A shoddy palace of amateur content, the site is built entirely on personality and personalization. Buttons, MP3s and viral videos are easily cut and pasted from profile to profile and wrapped around a CGM core of photos, blogs and music.

It's vast and growing fast, boasting 37 million registered users and ranking third in pageviews among all domains, according to comScore. It now pulls in four million new members a month.

As you can imagine, many marketers have stepped up to try and harness this tangle of human relationships for the purposes of brand building and lead generation. They're mostly in the entertainment vertical, but other sectors abound: book publishers, automakers, cause marketers, even CPGs.

A roundup of their tactics follows.

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