Tuesday, February 13, 2007
MySpace: Storefronts or whorefronts?
MySpace hosts over 100 million active accounts. But how many of them are real?
I casually browsed some profiles recently. Don't quote me, but I estimate at least 70 percent of all listed profiles were somehow related to porn, either in content or advertising. Yet scattered among the smut were legitimate business profiles -- law firms, entrepreneurs, musicians, and more -- all using the networking service for its original purpose.
It reminds me of Times Square years ago, when prostitutes, drug addicts, and pimps packed the streets, scaring tourists away. But brave visitors who ventured in anyway occasionally stumbled upon a day care center, a bakery, or another real business -- quite the anomaly in the seedy Square.
MySpace case in point: Roni Deutch (legit biz) vs. Dawn (smut peddler).
After seeing Dawn's profile countless times, I had to ask myself -– is MySpace the behemoth it claims to be? More important, do businesses want to be there?
Yes. And yes. Now pick yourself up off the floor, and hear me out.
MySpace is not an outdated elder statesman of the Web 2.0 phenomenon. It still plays an important role in the social networking landscape as one of the most recognized and extensive online communities available today. And like any tool, it is most powerful when properly used, fostering connection and communication.
However, here's what has to happen to make sure MySpace retains that power:
First, MySpace administrators must crack down on flagrant porn accounts. They exacerbate the issue by ignoring it. The site is slowly turning into a profile trash heap, with actual users lost in the pile.
Then MySpace must reclaim and recommit to these users. This requires caring about them, and seeing them as customers, not just one of 100 million notches on a headboard. It means asking them if they are getting any value from the site, and if not, what the company can do to fix that.
MySpace needs to be Rudy Giuliani. It needs to clean up its act for the good of its own business, and for all the smaller shops that depend on it for social networking. Otherwise, the real users will drift away to one of the countless new networking sites that pop up daily -- and not return.
Unless, of course, they're looking for porn.
I casually browsed some profiles recently. Don't quote me, but I estimate at least 70 percent of all listed profiles were somehow related to porn, either in content or advertising. Yet scattered among the smut were legitimate business profiles -- law firms, entrepreneurs, musicians, and more -- all using the networking service for its original purpose.
It reminds me of Times Square years ago, when prostitutes, drug addicts, and pimps packed the streets, scaring tourists away. But brave visitors who ventured in anyway occasionally stumbled upon a day care center, a bakery, or another real business -- quite the anomaly in the seedy Square.
MySpace case in point: Roni Deutch (legit biz) vs. Dawn (smut peddler).
After seeing Dawn's profile countless times, I had to ask myself -– is MySpace the behemoth it claims to be? More important, do businesses want to be there?
Yes. And yes. Now pick yourself up off the floor, and hear me out.
MySpace is not an outdated elder statesman of the Web 2.0 phenomenon. It still plays an important role in the social networking landscape as one of the most recognized and extensive online communities available today. And like any tool, it is most powerful when properly used, fostering connection and communication.
However, here's what has to happen to make sure MySpace retains that power:
First, MySpace administrators must crack down on flagrant porn accounts. They exacerbate the issue by ignoring it. The site is slowly turning into a profile trash heap, with actual users lost in the pile.
Then MySpace must reclaim and recommit to these users. This requires caring about them, and seeing them as customers, not just one of 100 million notches on a headboard. It means asking them if they are getting any value from the site, and if not, what the company can do to fix that.
MySpace needs to be Rudy Giuliani. It needs to clean up its act for the good of its own business, and for all the smaller shops that depend on it for social networking. Otherwise, the real users will drift away to one of the countless new networking sites that pop up daily -- and not return.
Unless, of course, they're looking for porn.
Labels: E-commerce, MySpace
Tuesday, January 30, 2007
Sweden says 'Ja' to Second Life
Move over, IKEA and meatballs! Sweden is staking another claim to fame by becoming the first country to establish an official embassy within Second Life.
This is ridiculous. Yet it's an excellent example of how far people and organizations are willing to push the envelope when it comes to social networking.
And going too far is arguably better than going nowhere at all. How does your business stack up in the social networking arena? Are you connected to other businesses in your space? Can your network-savvy customers find you? Moreover, can the right advertisers find you?
Ask these questions now, and you increase your chances of getting the right virtual passport for true social commerce.
This is ridiculous. Yet it's an excellent example of how far people and organizations are willing to push the envelope when it comes to social networking.
And going too far is arguably better than going nowhere at all. How does your business stack up in the social networking arena? Are you connected to other businesses in your space? Can your network-savvy customers find you? Moreover, can the right advertisers find you?
Ask these questions now, and you increase your chances of getting the right virtual passport for true social commerce.
Labels: E-commerce, Europe, Second Life
Sunday, January 14, 2007
E-commerce goes up in '06, grows up in '07
Great news for small businesses everywhere: 2006 featured double digit growth in the e-commerce field -- over $102 billion for the year.
Can't get better than that, right? Oh wait. It can. Analysts are projecting an additional 20 percent increase in '07.
Key reasons for this growth:
* increasing adoption of broadband
* lower prices in online channels
* increased convenience of online shopping
This makes it the perfect time for businesses to get online and get connected to one another -- and to advertisers -- before they miss the bus on an incredibly lucrative market opportunity. Yet not enough businesses are there, deterred by the perception that e-commerce infrastructure is expensive, or that identity thieves will ravage their customer base.
Both excuses are ungrounded. Yes, it can be expensive to get online, especially for a smaller business. Web-site setup alone can cost thousands of dollars. But look at the ultimate purpose: to source new business. This makes a $2,000 investment upfront well worth it down the road, especially if the business focuses on search engine optimization, networking, and community contacts.
And don't get me started on credit cards. I blame media hype for the cloud of fear over identity theft and fraud. When people go into a clothing store at the mall and steal a jacket, do you hear about that? No. Why? Because someone stealing a jacket does not sell newspapers, magazines, or prime-time news coverage on network TV. Online crime does.
As a result, business owners' perception of identity theft is relative -- not absolute -- and should not deter online business. Besides, new stringent security protocols in place at many e-commerce and advertising sites make shopping there safer than handing your credit card to the cashier at 7-11.
If you want your business to grow, take the 'new school' approach: technology. Doing it 'old school' -- brick and mortar stores, cash-only transactions, etc. -- will help your competition.
It's easy to implement, too. Call your local Chamber of Commerce, and ask if they offer any Internet service provider deals. Check with the Better Business Bureau to find a reputable Web developer who fits your budget. And keep an eye on local initiatives: Many cities, Philadelphia among them, are announcing municipal Wi-Fi initiatives that extend free and reduced prices for community-wide Internet.
Sooner or later, everyone will join the 21st-century party. Don't let your business arrive fashionably late -- especially when it doesn't have to.
Can't get better than that, right? Oh wait. It can. Analysts are projecting an additional 20 percent increase in '07.
Key reasons for this growth:
* increasing adoption of broadband
* lower prices in online channels
* increased convenience of online shopping
This makes it the perfect time for businesses to get online and get connected to one another -- and to advertisers -- before they miss the bus on an incredibly lucrative market opportunity. Yet not enough businesses are there, deterred by the perception that e-commerce infrastructure is expensive, or that identity thieves will ravage their customer base.
Both excuses are ungrounded. Yes, it can be expensive to get online, especially for a smaller business. Web-site setup alone can cost thousands of dollars. But look at the ultimate purpose: to source new business. This makes a $2,000 investment upfront well worth it down the road, especially if the business focuses on search engine optimization, networking, and community contacts.
And don't get me started on credit cards. I blame media hype for the cloud of fear over identity theft and fraud. When people go into a clothing store at the mall and steal a jacket, do you hear about that? No. Why? Because someone stealing a jacket does not sell newspapers, magazines, or prime-time news coverage on network TV. Online crime does.
As a result, business owners' perception of identity theft is relative -- not absolute -- and should not deter online business. Besides, new stringent security protocols in place at many e-commerce and advertising sites make shopping there safer than handing your credit card to the cashier at 7-11.
If you want your business to grow, take the 'new school' approach: technology. Doing it 'old school' -- brick and mortar stores, cash-only transactions, etc. -- will help your competition.
It's easy to implement, too. Call your local Chamber of Commerce, and ask if they offer any Internet service provider deals. Check with the Better Business Bureau to find a reputable Web developer who fits your budget. And keep an eye on local initiatives: Many cities, Philadelphia among them, are announcing municipal Wi-Fi initiatives that extend free and reduced prices for community-wide Internet.
Sooner or later, everyone will join the 21st-century party. Don't let your business arrive fashionably late -- especially when it doesn't have to.
Labels: E-commerce, Small business, Web development, WiFi
