How Brands Make Loyal Friends on MySpace

[Kristijntje]

"One loyal friend is worth 10,000 relatives," Euripides once wrote. Although the Greek playwright lived and wrote centuries before the advent of MySpace, his words have enormous value for online marketers looking to capture the benefits of friendship in the digital age. In one sense, what Euripides was saying is that less is more. Applied to MySpace, the master of tragedy might have said, "One passionate advocate is worth 10,000 people who did nothing more than click approved." 

While developing a roster of MySpace friends may seem like a solid marketing goal (X number of friends equals Y number of sales, awareness, lift, et cetera), the truth, like real-world friendships, is a little more complicated. In the digital world, many marketers and brands are discovering that having a ton of MySpace friends isn't all it's cracked up to be.

But when the glue that binds the relationship between user and brand is as tenuous as a single mouse click, it shouldn't come as a surprise that marketers have a long way to go if they want to be true MySpace friends...

full article: http://imediaconnection.com/content/15327.asp