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How MySpace Started Its Rebirth by Alienating Its Most Loyal Customers

MySpace was, in many people’s opinion, the social network to be on for many years. In fact, in 2006, MySpace surpassed Google as the most visited website in the United States. The decline of MySpace began in 2008 as Facebook rose in popularity and became the newest social network of preference for many. MySpace’s user base has since declined from a peak user base of 125 million to its present day membership (as of June 2013) of 25 million. In 2011, a group which included singer Justin Timberlake, purchased MySpace and they vowed to revive the network.

 

MySpace has been focusing on attracting business presence and musical talent in addition to revamping the look and feel of their site. It appears that in order to achieve their goal, they felt it was necessary to delete “user blogs which had been maintained for upwards of six or more years,” according to this recent article in SocialNewsDaily.

 

While many users abandoned MySpace in the mass exodus that occurred between 2008 until now, these users remained loyal and continued to visit and use the site to record and share their daily thoughts and activities. This of course angered those fans that remained loyal; not just because of the loss of six or more years of their digital life; (which some users maintain as sort of a digital diary) but because they felt as if they are unimportant to the site they remained loyal to.

 

As one user wrote, “You have stolen six years of blogs and something that is priceless to me and cannot be replaced.”

 

MySpace has a long way to go and a definite uphill battle in its attempt to gain back market share and attention away from other more popular sites. By alienating their most loyal customers and deleting their loyal user’s content, they may have taken a huge step backwards. Big business and music talent certainly want publicity but what good is a social network that has no audience?

 

While MySpace may yet have to acquiesce and restore the blogs of their customers, they did at least recognize the importance of their customer base, even if only in words, when they made the following statement:

 

“Change isn’t easy and there has been a lot going on lately. We understand that this information is very important to you. Please understand that your blogs have not been deleted. Your content is safe and we have been discussing the best ways possible to provide you your blogs.”

 

The point is that loyal customers are the foundation of any business. Building your business on a solid foundation is extremely important. By threatening the instability of that foundation, MySpace may find itself in a position whereby the companies they want to attract have no reason to be there. A social network is, after all, not social if nobody’s at the party. Similarly, no business can survive without customers.

Views: 324

Tags: MySpace, blogs, customers, experience, loyalty, retention

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Comment by Alexander Lau on July 22, 2013 at 10:31am

Thanks Rob. Interesting...


Influencer
Comment by Richard Holland on July 22, 2013 at 7:06am

Thanks everyone for their comments. MySpace certainly has a steep hill to climb to regain a percentage of the market it once had but nothing is impossible. 

Comment by Alexander Lau on July 22, 2013 at 6:56am

MySpace whom? Had an account in 2004 and haven't touched it since. I don't see MySpace coming back as a popular social network, except maybe for musical talent. Obviously, in this space, it's all about what's fresh and new. Same will be said of Facebook years from now (10 at best), Pinterest is already giving it a run for its money. It's just a matter of time before Zuckerberg jumps ship.


Influencer
Comment by Bill Cosgrove on July 19, 2013 at 3:28pm

Very true and yet again an instance of people not doing their homework and listening or asking the people that are their business. You gotta wonder?

Comment by Ralph Paglia on July 19, 2013 at 3:08pm

As long time MySpace user, and having close ties with the company that purchased MySpace a couple years ago, I have been fascinated by watching the changes in this grand daddy of social media... The team at Specific Media developed what i thought to be a strong strategy around focusing MySpace on music... The extensive library of songs, local band platform of choice status, etc. all seems to make sense... Of course, the devil is in the details and it is fascinating to watch this platform transition itself under new and fresh leadership.

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