Today, Facebook and MySpace announced a collaboration. MySpace users can now log in using Facebook and leverage their collection of Facebook "Likes" to instantly create a highly personalized entertainment experience on MySpace. On the one hand, this is hardly earth-shattering news: MySpace already announced and launched its new entertainment-focused mission, and Facebook has been integrated into more than 1 million Web sites. But that doesn't mean there isn't anything interesting about today's news:
MySpace is reinvigorated and innovating rapidly. For a site that hadn't changed much in years, MySpace is suddenly looking awfully innovative. Of course, it needs to be; News Corp. has made it clear that MySpace quickly must demonstrate success, and MySpace is taking this challenge very seriously. In the past three weeks, MySpace has announced its new format, launched it and already rolled out its first major innovation with a partner.
MySpace has seemed passé ever since Facebook lapped MySpace two years ago, but the news of MySpace’s demise was always a bit exaggerated. While Facebook catapulted to international success, MySpace continued to chug along with tens of millions of unique visitors each month. It’s still the 40th most popular site globally according to Alexa, and when Forrester published our report on Peer Influence Analysis and Mass Influencers, many were surprised when the Q4 2009 data demonstrated more influence impressions on MySpace than on Twitter. But while MySpace perhaps wasn’t getting the due it deserved, there was no doubt its importance to marketers and its influence in the social media world was on the wane. Change is in the air — soon a new MySpace will launch that will help it regain some of that lost luster.
Make no mistake — the days of MySpace as a general-purpose social network taking on Facebook are long gone, and MySpace recognizes this. Instead, as has long been rumored, the revitalized MySpace is focusing on entertainment, and this means connecting with Facebook and Twitter rather than competing with them.
Something amazing has happened to social media in the past couple of years: Overall adoption of social technologies has effectively reached saturation. We're now at the point where more than 80% of US online users engage with social media - and although there's been some hand-wringing over the fact social media adoption has plateaued at that level, let's keep things in perspective: 80% engage with social media! That's as many people as own a DVD player or use SMS.
This kind of scale gives marketers the potential to generate reach through social media. Sure, it's a new and unfamiliar kind of reach for many marketers - rather than just shouting uniform messages at millions of people, they must engage directly with their audiences and then hope those audiences turn around and talk to and influence millions more users. But as we've proven, this new model of reach can also provide the same kind of massive scale that the old reach models did: Just a tiny handful of Mass Connectors will create 256 billion influence impressions in the US this year.