MySpace used to be the social networking site, but Facebook has left MySpace in the dust wondering what happened to its audience. Even the teen audience has shifted to Facebook leaving MySpace behind. As MySpace finally stands back up and starts to dust itself off, someone realized that it was time to reposition the brand. To that end, the MySpace tagline, “a place for friends,” is no more. According to NewsCorp (who owns MySpace), the new MySpace will be a place for entertainment.
According to an article in the Wall Street Journal, NewsCorp CEO Rupert Murdoch said that the new MySpace will be a place where “people are looking for common interests.” Surprisingly, that doesn’t seem very different from the old MySpace. Isn’t that what social networking sites are for — to find people with common interests? Sounds like it’s time to get a bit more creative in terms of what MySpace will become. The “common interests” position has been done already. What can MySpace bring to the social Web that’s new or better than what people can find elsewhere?
Refocusing the brand is a great idea, and bands and entertainers certainly have become the mainstay of MySpace of late. Let’s face it, it’s the age of niche marketing online, but it’s very hard for brands to reposition quickly enough to keep up with the changing social Web when they’re owned by a company as big as NewsCorp. The repositioning is a smart move overall, but will MySpace be able to truly focus and recreate the site or will it be too hard to let go of the old MySpace? We’ll have to wait and see what happens.
What do you think? Is MySpace as an “entertainment portal” (Murdoch’s words) better than MySpace as a “‘place for friends”? Can MySpace reposition and succeed on a more focused scale? Leave a comment and share your thoughts.
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