MySpace Feature Profile Advertising Is Leading To MySpacer Spam
Today I logged into my MySpace account and there on my page was a "feature profile" of Adidas Soccer (www.myspace.com/adidassoccer). MySpace may call this a "feature profile" but it really isn't a profile; it is a company advertisement, an advertisement that Adidas has paid for. Don’t get me wrong, the Adidas soccer profile was interesting; it has soccer super stars like Reyna, Beckham, Zidane, pope, Kaka, Nakamura, and Lozano on the page and claims that you can be the star of your very own soccer ad. It has all the regular features that all MySpace profiles have including "add friend" and "add comment." But it is not a real profile; it is a paid advertisment. A real MySpace profile is created by an individual person and is like a personal web page.
I have no problem with these profiles. It is smart advertising and a lot of big companies with big advertising budgets are creating beautiful, custom MySpace pages to reach the coveted 18-35 year old demographic on the internet. A July Business 2.0 article titled "Sly Fox" reports about other companies that have had profiles featured on MySpace's social networking site and include Victoria’s Secret, Cingular, and Burger King, which created a "have it your way" profile with a tie-in to Fox’s TV drama, 24. Some of these feature profiles receive millions of hits.
The problem is that reading this article, it gives the impression that any company can just create a MySpace profile and receive the same millions of hits. Plenty of small companies do so; they create a profile, sit back and wait for the massive amount of hits to their profile which will lead to hundreds of sales leads for their company which, in turn, will bring so much new business. This never happens. So, they think they must be doing something wrong. They decide to be more interactive and begin to post bulletins and post discussions in the thousands of groups on the site, mainly in business groups. The postings never have any discussion value. They simply state what the company does and they expect to get a response out of this. Nobody responds because this is "spam."
Too many MySpacers are now spamming the site and they are being encouraged by articles like this. Business articles should explicitly state that the average MySpacer cannot hope to achieve the same results that a big company with an advertising budget for sponsorships and promotions can achieve. The featured profiles are great but it is also spawning too much spam. I’m sure that is not Adidas Soccer’s intention.
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