The short answer – it depends. For many businesses, Myspace is probably not the best place to engage and interact with consumers.
However, if your business competes in entertainment, music or lifestyle categories, the New Myspace might warrant some consideration.
At its core, the New Myspace is a social media network that enables people to connect, converse, interact and engage with their favourite music, bands and artists. If common ground can be found in any of these areas, or if engaging and interacting with your consumers in these areas can build affinity, demonstrate expert knowledge, or establish your brand as a tastemaker, then diving in might not be a bad idea.
The key way to engage your audience on the New Myspace is with – surprise, surprise – music. Creating and sharing mixes, uploading new songs, conversing about favourite artists, and connecting with all of the above are the main things you’ll be doing on Myspace. Engaging in these ways should be compelling with younger demographics as music, by its nature, is highly emotive and plays a key role in their lives.
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In addition to engaging and connecting around music, you can also share photos, which if history repeats itself, will drive huge engagement by way of comments, shares and connections – Myspace’s version of ‘likes’.
Another reason to get your business or brand on Myspace is first mover advantage. Being an early adopter will give you opportunity to attract, engage and retain consumers early, before it becomes saturated with brands vying for consumers’ attention. Popularity amongst brands is still TBD, but who knows what the future holds.
So, what’s not to like?
Despite there being some compelling reasons to get involved with Myspace, there are also some valid reasons to pass.
The first is pretty obvious. If music doesn’t play an important role in your business, have any relation to your offerings, or your target demographic isn’t highly engaged with music, then the time investment of maintaining a profile on yet another social media network is going to be a waste of time. Further, it will dilute the attention you put toward the social media networks that have proven to be effective for your business or brand.
Another reason why you might not want to get involved with the New Myspace is that, as of now, it doesn’t really let you do much that can’t be accomplished on other social media networks. Create mixes? GrooveShark – and you can share direct links on other social media networks. Upload songs? SoundCloud – and there are advanced, more robust feature sets. Share photos? Every social media network there is – Facebook, Twitter, Google+, Pinterest, and on, and on.
There are many factors to take into account when making a decision about getting your business or brand involved with Myspace. If at least initially it seems to have some appeal for business use, my advice is to get acquainted with the platform using a personal profile to get a sense for how you will use it to work toward your unique opportunities.
What do you think of the New Myspace?
Have you considered setting up a profile for your business or brand?
Let me know your thoughts in the comments, or on Twitter @RGBSocial