One of my favorite quotes is "Vision without action is Fantasy but Action without Vision is Drudgery" (author unknown). I mention this quote because as I stared into the media abyss of Myspace I noticed there was absolutely no method to this madness. I could not determine the theme of the entire website other than the fact it gave me a headache just looking at it. So, I did some research and looked up the vision statement created by the administrators of Myspace. According to the website:
Is it well written? Yes, it is. It describes exactly what and whom drives this social networking website and the many ways it accomplishes this. However, writing well is not enough. A company must offer its users exactly what it wants. The fact that so many users abandoned Myspace is a clear indication that it was not accomplishing this task. Now what? you ask.. Research. After that... well let's create a story. Yes, I said story. Let us create a fictional character that could represent an actual Myspace user and see what he can teach us.
As you can see, while this story should be brief, if written well, can offer insight into the target audience's likes and dislikes as well as their habits and lifestyle...an invaluable tool when trying to re-energize or reposition a brand. So the next time you come across a company that has lost the interest of its audiences see if you can figure out what they may be missing by writing a story that captures the lifestyles of its target market. You may be surprised by what you discover!
If this blog caught your interest then subscribe so that I may share with you my additional vision to initiate a "New Myspace". http://www.myspace.com/Help/AboutUs?pm_cmp=ed_footer