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bag_of_money_bw.pngThe New York Times reports that MySpace has developed the ability to tailor advertising towards each of its members. Executives knowledgeable about the new program indicate that “the tailoring technology has improved the likelihood that members will click on an ad by 80 percent on average,” the Times says.

This gives me yet one more incentive to join that flourishing community, and only two remaining reasons not to: 1) my conviction that anybody over 28 who belongs to MySpace is a hopeless loser not unlike the parents I knew in the 60s who wanted to smoke pot with their kids and 2) I have no real friends I’d want to put on my page. That is, all the friends I have I speak to as often as I want to and there are a whole lot of people I have forgotten on purpose.

That said, this new technology is a powerful inducement. An imaginary Bing page on one of the social networking sites would quickly target me for:

  • Computer related hardware and software
  • Cameras
  • Liquor
  • Downloadable video and music
  • Cheese logs, giant fruit, mail-order ham

I will point out that I did purchase each of those things in the last week or so without being targeted, but who knows? With some additional persuasion and a powerful recommendation engine at work, I might develop ancillary needs that are as yet unknown to me. Possible offshoots of my current obsessions may include:

  • Beef sticks
  • A mainframe to run parallel search functions
  • A high-definition video studio
  • One of those little golf carts you see on the streets these days
  • Bowling shoes

I don’t know that I need any of those things, but I feel like I might if I was properly deglazed, probed and polished by the right algorithm.




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I have a boyfriend in his late 40’s. He won’t join Myspace as he feels the only guys his age that do so are pedophiles.

Posted By L. Seattle, Wa : September 19, 2007 11:41 am

A little sarcasm mixed in with cynicism always brightens my day! Thanks, Bing!

Posted By David, Overland Park, KS : September 19, 2007 12:33 pm

Parents of teenagers join MySpace and Facebook in order to police their kids in order to protect them from the pedophiles mentioned by the previous poster. Of course, one might consider such policing behavior to be the equivalent of stalking, but that’s another discussion entirely.
As for me, the likely results of targeting would include ads for:
wrinkle creams that make absurd claims and trips to remote places that have absolutely no cell phone reception.

Posted By A., West Hartford CT : September 19, 2007 1:45 pm

Your conviction regarding age should include one exception: MySpace started as a place for musicians and bands to promote themselves and share music. So I’d say it’s legit for them to still have pages.

Then again, maybe you shouldn’t listen to me. I’m part of the MySpace demographic, but I don’t use it. (This paradoxically makes me a loser among my own people: I don’t post all my identifying information short of SSN, pictures of myself, and a list of who my “friends” are on a large public internet database, nor do I spend any of my day trawling same — so I’m a loser… ?)

Posted By Rebecca, Philadelphia, PA : September 19, 2007 2:06 pm

I think those people who feel anyone over 30 who’s on MySpace has something wrong with them, are similar to people in their 60’s and 70’s who feel a computer is unnecessary and can’t even spell Internet let alone know how to use it.
In other words, just because you’re not embracing technology and the future the way others are, don’t knock it.

Posted By Chris, San Jose CA : September 19, 2007 3:14 pm

If a complete stranger (and even some so-called friends) rang my phone and wanted to chat about my personal life and solicit personal information, I would hang up in less than a nanosecond. Yet, some people will get online and “talk” with complete strangers disclosing lots of personal information in the process. The modern day equivalent of getting on a party line phone and telling everyone with the ability to listen things you would probably rather not say and not have them know.

Posted By Bob Upton, Baltimore, MD : September 19, 2007 3:35 pm

What is the deal with wanting to sit at a computer to communicate with others (i.e., myspace). I think it all stems from too many Startrek reruns.

Although, if you think about it, the Stratrek crew did meet some pretty interesting characters through the ‘big screen’ of their ship’s communications center.
Kind of like myspace, I guess.

Posted By John Fairfax, VA : September 19, 2007 4:47 pm

Bing,

I disagree with you. Social Sites like Myspace are web 2.0 and if you expect to reach new customers you have to be there or be L7.

Posted By Carlton Ford, Orlando, FL : September 19, 2007 5:13 pm

I have two accounts but I am in the demographic range. One to make some people happy but it doesn’t have names or pictures of me. The other is used as a marketing tool for my online business.

Posted By L. Seattle,Wa : September 19, 2007 5:13 pm

Web 2.0 is just another name for the internet anno 1998. Congratulations. People like, you know, communicate with eachother. Back then it was called usenet, today it’s called myspace, what’s next? web 3.0 as in an online game with graphics and stuff? Amazing what they can do…

Posted By Martin Skov, Herning, Denmark : September 20, 2007 12:41 pm

I like file sharing more than time sharing on the internet :)

The only social networking site I really like is last.fm, a sn site that categorizes your music taste pretty well by scanning ID3 tags thru a winamp plugin (if you want it to) while you listen to music online or offline (has cache) and then recommends similar music that you probably would not stumble upon easily. Plus it has a good calender guide for local gigs.

Posted By Milos, Belgrade, Serbia : September 27, 2007 10:57 am

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Stanley Bing
Stanley Bing is a Fortune columnist and best-selling author of business books noted for their wisdom as well as their sharp, slightly acrid sense of humor. He is also the only writer on business and the workplace who still puts on a suit and tie and goes to do battle with the dragons that breathe fire at corporate America every day. This blog captures what remains of his brain after it has exploded in all other directions.
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