MySpace Extends Conversations 365 Days Per Year
Keeping the conversation active is one of several discoveries that MySpace has perfected during the past five years since the company was founded. Consumers want self-expression, positive change and fun, said Courtin, MySpace SVP of marketing, entertainment and content. As use shifts to social media, it's no longer a race to build a destination--but rather constellations that connect, she said.
Consumers have become curators as MySpace developed a model that lets people have a unique fingerprint online to share things they love, from books and music to people. Consumers not only share intimate details about themselves, but plug in advertisers they hold close to the heart, too.
Someone uploads a song, for example. It goes into the "friend feeder" and allows others to discover an artist that otherwise would have remained unknown, Courtin explains. For instance, MySpace Music had 1 billion streams in the first 48 hours of the initial launch.
"People want to become part of change," Courtin said. At the Sundance Festival in Park City, Utah, MySpace worked with Ashton Kutcher to put together a presidential pledge where celebrities sat down and talked about what they are willing to do to help President Barack Obama during his first 100 days in office. The clips went online.
MySpace also allowed its online community to make similar pledges. The videos are being bundled into one package and sent to the White House. "It's a conversation we can have with the community and others during the next four years," Courtin said. "It's not one conversation, but it's about continuing the conversation every day."
Courtin said you know that social media continues to make an impact when the Catholic Pope has an Apple iPhone application and a YouTube page, President Barack Obama supports profiles on Facebook and MySpace, and Paris Hilton continues to blog daily and consumers still care.