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Hi
I just read a blog report about how News Corps lost millions with Myspace. Myspace have changed its branding in the past year or so and have the same colors as LinkedIn and Facebook yet it has not really helped regain its market space. So do you use Myspace and if not, would you use it for your marketing/advertising campagin?

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Short primer and practical takeaways tied to this thread.

asked whether Myspace was on the way out; and raised concerns about brand safety and content moderation. Those concerns are valid, but they are part of a broader story: product decisions, user experience, measurement and mobile strategy all drive a social network’s long‑term value to advertisers. For a concise timeline, see Myspace’s history (Myspace - Wikipedia).

What mattered for marketers then — and still matters now:

  • Platforms that keep or grow advertiser value do three things well: they retain active users, offer precise targeting and reliable measurement, and provide brand‑safe inventory. When a site loses daily engagement or fails to deliver consistent ad performance, advertisers reduce spend.
  • Perception and moderation influence reach indirectly: poor content control reduces user trust, which reduces time on site and makes targeting less effective.
  • Technical choices (heavy custom profiles, slow pages, weak mobile experience) make retention and measurement harder and increase churn.

Quick checklist before investing ad dollars on any aging social site:

  • Verify active user metrics relevant to your target audience (not just total signups).
  • Run a small performance test campaign and measure cost per conversion, not just impressions.
  • Confirm available targeting options and reporting granularity.
  • Confirm brand‑safety and moderation controls you can enforce.
  • Prefer driving users to owned channels (email/list, landing pages) where you control conversion tracking.

Given the issues discussed in the thread, the practical approach is a pilot + strict ROI gating: test low budget, measure outcomes, and scale only when the platform proves reliable for your specific objectives.

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Member Avatar for MktgRob

Hi
I just read a blog report about how News Corps lost millions with Myspace. Myspace have changed its branding in the past year or so and have the same colors as LinkedIn and Facebook yet it has not really helped regain its market space. So do you use Myspace and if not, would you use it for your marketing/advertising campagin?

I think the big problem that MySpace has is the bad publicity and the perception that it is more of cesspool than a community. If News Corp expects to make MySpace profitable again they need to clean it up and make it more like Facebook in terms of content control.

Member Avatar for InsightsDigital

Myspace feels like a club with the sleaze factor included.

Member Avatar for MktgRob

Myspace feels like a club with the sleaze factor included.

I think that it is beyond a simple sleaze factor. MySpace has really become the part of town that you don't go to and if you have to pass through you speed.

Member Avatar for InsightsDigital

Thanks for the chuckle. Its true. I had a Myspace profile 4 years ago and my picture was not provocative at all - it was an acting headshot picture and my mailbox was inundated with "offers to make me famous" and sleazy agents. I removed the profile for piece of mind.

Member Avatar for Angela12

In many countries people are using all these good social network sites for some things which are not in favor of community I think and because of this these sites including myspace are getting bad and negative responses. So I think those things should be stopped first.

Member Avatar for MktgRob

In many countries people are using all these good social network sites for some things which are not in favor of community I think and because of this these sites including myspace are getting bad and negative responses. So I think those things should be stopped first.

The problem with myspace is that I think they like being the edgier alternative to facebook, so they will not police themselves to eliminate the sleaze.

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