Can MySpace Make a Comeback?

Lori Halley 07 June 2010 1 comments

MySpace screenshotFor most nonprofits, Facebook and Twitter have become the social media outreach centers, as MySpace faded fast under the weight of cybervandalism, spam, malware, and other unsavory content.

MySpace and Facebook virtually flipped positions over the course of a year — in December 2009, visits to Facebook accounted for 68% of visits to a custom category of 10 social networks, compared to MySpace’s 28%. In December 2008, Facebook had 29% of visits and MySpace had 64%. ~ Lee Ann Prescott, VentureBeat

What the disappointing 2009 numbers don’t reflect, however, is a huge, fast change in how content is consumed. Mobile is rapidly gaining ground as the means of choice for accessing social media sites – and perhaps especially so for MySpace, with its young demographic:

Our core users... regularly interact with the site with mobile devices and are increasingly doing so via the Android platform with mobile Web page views increasing by 230 percent in the last 12 months [and] more than 30 percent of all MySpace traffic comes from a mobile device. ~ Bjorn Laurin, MySpace Mobile, MySpace Blog

Clearly, it's too early to count MySpace down and out.

Right now, in fact, MySpace is in the process of getting an "Extreme Makeover" on all levels, as its new co-presidents Mike Jones and Jason Hirschorn told TechCrunch's Michael Arrington:

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The new concept for MySpace is as a “discovery platform” (versus a “communication tool” à la Facebook); as “a place to go to meet other people who are interested in the same things...":

It’s really about who you are through the things you’re into... around entertainment and content and how you present yourself.

UK managing director of Myspace Christopher Moser also hinted at the future shape of MySpace as a discovery platform, in a recent interview with the BBC’s Radio 6 Music News, and addressed the questions of profitability, Facebook, and privacy issues.MySpace has no interest in making money by sharing its user’s data with advertisers, Moser says:

For us, it is a relationship of trust.

Already, MySpace has introduced a new one-click privacy control, obviously in direct response to widespread criticism of Facebook’s privacy policy (a bewildering tangle of options 1287 words longer than the United States Constitution). And just last week, the official MySpace Blog announced a Developer Services program to “provide developers with discounts and promotions on services to make it easier to get started building on our platform” and is actively courting social gamers – third-party apps and games have been a significant factor in Facebook’s growth and endurance, after all.  These next few months should be an interesting period, as we watch for other signs of a MySpace revival.

Will all of this be enough to bring users back to MySpace?

And, if so, will your nonprofit be there?

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Lori Halley [Engaging Apricot] Lori Halley [Engaging Apricot]

Posted by Lori Halley [Engaging Apricot]

Published Monday, 07 June 2010 at 4:42 PM

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Comments

  • Sebastian Stevens said:

    Thursday, 09 September 2010 at 11:40 PM

    Facebook's requirement that you have a mobile verification in order to log in is preventing me from accessing my account with them. Once I'm able to log back in (if that ever happens) I'm gonna delete my account. I'm done with those control freaks. So long as Myspace doesn't pull the same stunt that Facebook did I'll keep my account with them. I like Myspace's format better anyhow.

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