MySpace is introducing a tool that allows advertisers to directly manage their branded profiles on the nation’s most popular social site.
According to Ad Age, this is a vast change from the tightly controlled, often laborious process brands previously had to endure to have a presence on the social network. It’s also a reaction, MySpace said, to advertisers’ desire to use the community more as a standing customer-relationship tool rather than a three-months-and-split campaign tool.
It “streamlines efficiency and creative control,” said Ian Schafer, CEO of Deep Focus, which has tested the product. But more important, he said, it moves beyond what historically has been the role of a MySpace profile — as a promotional tool — to the idea of MySpace as an opportunity for a dialogue.
