
Media Post's Online Daily has nice article about how MySpace members are quickly growing wary of fake profiles on the incredibly popular site, whether it's fake celebrities who (supposedly) have MySpace pages, to corporations that create fake pages for fictional characters. This seems like a perfect example of Internet marketing where god is in the details: it all depends on how it's done, what the transparency is, and whether or not the potential user is being offered something real (even in a fake profile), or whether it's just a bad attempt by a company to trick someone into buying something (like someone who comes up to you on the street raving about Dentyne and telling you you should buy a pack at a local drugstore; hint: they work for Dentyne). But a lot of the "fictional" aspects of MySpace and blog campaigns are handled really well, like the alternate universe that's grown out a TV show like "Lost." That being said, there's a thin line between meta and me-too, and marketers need to make sure that the direction they're taking on these popular websites is more about Subservient Chicken than it is killing the goose that lays the golden eggs.
Excerpt: "But the very measure of these sites' success [Facebook, MySpace]--increased advertising spending--leaves the publishers facing a dilemma: Marketers' use of the sites risks diluting the authenticity and appeal of the medium that made it so successful."


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