It isn’t really your space. No cozy digital digs here. And it isn’t really a social network. It is thousands of networks under one umbrella.

There are people (by the way, they spend far too much time flitting around in this make believe world) who claim they can speak with great authority on the dynamics of MySpace. How it works. Why it works. How you can use it for business or personal reasons.

But they are pretenders. You can’t really understand MySpace because it changes every day. That is its power. That is its mystery. Like everything else in life, the rules spelled out by others for success in MySpace are really a ruse.

As a PR professional incorporating MySpace into your arsenal of communications tools, I suggest you consider the following:

*View MySpace as thousands of communities, thousands of social networks, under a single roof. Some of the networks are there to date, some to sell real estate, others to build their chain of multi-level marketers.

*Identify the communities, the networks you want to reach and pursue them with targeted messaging. If you view MySpace as one giant mass of lovely-dovey, like-minded “friends,” you squander its greatest power.

*Experiment. People tell me all the time this or that or the other thing won’t work. Experts all. Sure! They haven’t tried it so how do they know.

They would have told MySpace’s founders not to launch the site. That wouldn’t work either. The beauty of these fluid, cyber networks is that they are virtually rule-less.

What captures their attention one day (Paris Hilton) is history as a new fascination (Britney) sweeps across millions of screens. And minds.

Therefore, dream of what you want to accomplish and make your own rules for doing so.
And a word to the wise: Now I’ve become one of those “experts.” Delete this blog as soon as you read it.

Mark Stevens
CEO

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