Brand: myspace

Social network MySpace makes it possible to call somebody directly from a profile page, through telephone service Skype (cz). Social coaching brands - MySpace could develop to be such a brand - facilitate mutual contact. Asynchronously by leaving text, voice or image messages in ‘boxes’ or on ‘pages’. Or synchronously through text, voice or image by chatting or calling. If a company can’t deliver a certain type of service itself, it will be purchases, which in this case happens with Skype. In the end MySpace will probably want to be in control of the communication between its users. Now its own messenger competes with the chat possibilities in Skype. That will only be a matter of time.

American Social Network MySpace splits off its video sharing to MySpace TV. Its structure strongly resembles YouTube (dc, Dutch). This way coaching brands get more focus. Facilitating contact, the main focus of social coaching brands, is very different from entertaining people, the main focus of home entertainment coaching brands. This split-off makes it possible for both brands to really focus on their core activities.

Online community MySpace now has its own (beta) version of Messenger (Instant Messaging). Earlier MySpace had a web version, and it looks like they keep developing this (dc, Dutch). This way social coaching brands evolve. Social coaching brands facilitate mutual contact between people, irrespective of through what display. They recognize you instantly, know in what dialogues you are involved with which friends, know who are your good friends and who are not. And they bring the contact to a higher level. It starts with facilitating contact in different ways. First a synchronized through pages, then through Messenger. And in the end we will also have live text, audio calling, and video connections through social coaching brands. This is a small step in that direction.