MySpace: What are 62,171 friends worth?

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Marketing, Advertising ROI Disconnect

The challenge for realizing a legitimate ROI is actually straight forward: there is NO call to action to DO anything. This combined with the fact that, most people will see the Adidas friend?s space as nothing more than a bunch of "hot" guys if you're a woman.

The challenge and hence the skepticism with big media is that one has to troll through a fairly seedy neighborhood with various trap doors and detours to find anything truly relevant on MySpace. The reality is also that many of the more active people on MySpace have an ulterior motive--which in many cases centers on sex. The folks too young to have sex, well who should not be having sex don't have money of their own to spend. So what you have really for product marketers and agencies is analogous to Texas Hold-em where you wait for the "turn card" and then the "river card" to see you final hand. With ROI on MySpace, you can forget it, because it is not designed for this and trying to figure it out is a waste of time and money. If you want to find out more, please visit www.spangy.com as we will launch the answer to this dilemma in December 2006. It's not much to look at now (placeholder), but from what I have been told this is an opportunity for big media and advertisers to be part of a platform for "real" and "safe" social networking beyond posting pics and a checking out one's hideous looking page.

Great article!

Posted by: Innovation Maven   Posted on: 11/12/06 You are currently: a Guest | Members login | Terms of Use

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