Should I Use MySpace or Facebook?

Every time you turn around, someone is comparing social networking sites: "Do you prefer MySpace or Facebook?"  "Say, which one should we be on, Facebook or MySpace?" They also come up all the time in meetings: "We could do a Facebook/MySpace page!," someone will say.

MySpace and Facebook...Facebook and MySpace. Einhorn and Finkel...Finkel and Einhorn.

I've had a MySpace account since early '06 and a Facebook page since May '07, so I've spent enough time on both to have an opinion. So, for collective debate, below are my thoughts on this ever-present issue.

First, I think the difference between the two is this: MySpace is for entertainment, Facebook is for connecting.

Now, Facebook is entertaining and you can connect with people on MySpace, but I'm a firm believer in that aforementioned difference.

MySpace Entertains

As the two sites grow, MySpace will look more toward entertainment. One of the most exciting things about it is MySpaceTV and the cool content that's arriving there. Take Quarterlife for instance--a new show that will be broken down into 30, 8 minute episodes, perfect for computer or iPod viewing.

With music, filmed entertainment, endless graphics and bulletins, MySpace is a collection of randomness. Fortune magazine recently called it a "Rock N Roll club," which I really like. It's designed to entertain, to have energy, to be unique. You can design a space that's completely your own, basically without limitations. And pages are like snowflakes, no two are alike, with each one reflecting the user's personal brand.

It's the most trafficked site in the US. In fact a recent study by compete.com said Americans spend 12% of total web time on MySpace. Oh, and half of its members are over 35.

Facebook Connects

By contrast, Facebook is a social utility that connects people on the web who know each other in real life or have a common interest in something. Every page basically looks the same. When I first joined Facebook, what I really enjoyed (and still do) were the discussion groups.

One such group to check out is the Ad Group. With 4,428 current members worldwide (when I joined there were 1,100) this group allows for the sharing of ads and thoughts. If you love advertising, it's really cool. And if you're ever looking for a job overseas, check it out. MySpace can't do this.

But the thing with Facebook is since they've opened it up to developers, it's getting kinda silly. Every time I log on now someone's "vampire" has bitten me or I get "hit" with a TV dinner. It's fun the first time but after a while that stuff gets ignored and feels kinda dumb.

Research says people use both sites. comScore reports that 65% of Facebook users also have a MySpace account. In one month MySpace gets about 108 million unique visitors worldwide and Facebook gets around 60 million.

So when should a marketer use one? And which one should be used?

First of all, be honest about something: if the company needs to be able to tie financial return on investment, stay away from social networking altogether. I don't see a way it can be done and if it could, I'm not sure the numbers would be favorable. But for those who believe in the value of social maven marketing and word of mouth...

Use MySpace if you have a brand personality device to infuse into pop culture which may or may not be around for the long term. What I mean is, no one wants to befriend Burger King or UPS. But having a friend who's the King or that guy with the pen in front of the white board is totally random. And Entertaining. Personalities like those add social value and provide grass roots support from social mavens. Just don't try to "connect" a bunch of people together around your brand on MySpace. That's a Facebook job.

On Facebook, create an environment of connectivity. If you're the Home Depot create a group where builders and DIY-ers can post questions and comment with one another. Maybe create an app that allows people to build a house on your page or decorate it with plants, wallpaper or a Hunter fan. Give people ways to connect. Just don't try to be entertaining. That's what happens on MySpace.

Comments

[jenka]

einhorn and finkel totally made me crack up!

the funny thing about all these sites is that unless you're deliberately seeking out info on what people who are NOT in your demo/age group and NOT into the same interests you are are using them for, you won't even realize that not everyone uses them like you do.

the reason facebook has all those kiddie apps is because until until just earlier this year like 99% of the people on it were in (or joined when they were in) college or high school (you used to need a .edu email address to even be able to join). then they opened it up everyone, and then later to developers. and that's when all of a sudden all the folks in the loudmouth online scene gravitated towards it and started making all this noise about it which became so inflated porecisely because this thing is targetted to all the loudmouths. after the technologists came the marketers and strategists, and suddenly middle aged folks who'd read about the how useful facebook could be in a "strategy" were signing up and friending their teenage kids, who were freaking the fuck out cuz as far as they knew this was a place just for THEM, and now all of a sudden their parents were invading their private space.

none of the high school demo is thinking about facebook in a way that's anything LIKE what the adults are. it's essentially just another place for them to "hang out" online with their friends. it may not be a "rock club" but it's kind of like the back of the 7-11 parking lot.

that all having been said, i definitely think that all these social network sites will become "channels" for cultural content. all the time people are spending with myspace is time they could potentially be enticed to be watching "programming." and i think the same hodls true for facebook or anything else that peolpe are spending time on, which at the moment is a lot of social netwrok sites.

[John Drake]

jenka, nice. good thoughts. love the analogy of the back of the 7-11 parking lot. it's important for board rooms and marketing meetings to not over-think these things. "it's another place to hang out" as you said. an excellent choice of words that needs to be embraced and not over-analyzed.

[Allen Jones]

this is a great overview on the subject of social networking sites. i appreciate the way you categorized and labeled both options. keep teaching an old dog new tricks.