Fast Company Magazine this month ran a cover story on MySpace and its new (but old) growth model. What was really interesting was a sidebar article, http://www.fastcompany.com/article/facebook-vs-myspace-facts, which compares the two "social networking" sites.
This comparison serves as an illustration of why organizations should use both portals: some of its users are exclusive users of one site or the other, and share the attitudes of their founders. This is illustrates my favorite statement on the differences between the two platforms: "Facebook is exclusive. MySpace is for everyone else."
I am not sure what relevance that comment has, since Facebook abandoned its "college email" only origins some time ago, but a glimpse into the self-perception of its users is important: they feel more like it is a networking tool, as opposed to "self-advertising." This perception has catapulted the number of politicians, professors, and other "Boomers" who chose to use Facebook over MySpace.
On the other end are MySpace proponents. When I asked another colleague why they did not migrate over to Facebook, they stated: MySpace is more grassroots and authentic. Facebook seems more 'constructed'."
Bottom line: There are exclusive users. Do not assume you will hit everyone using one site or the other. Plan and address "social network snobbery."
Friday, August 15, 2008
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