In these days, companies are striving to give each customer the opportunity to be part of their brands or products; given them the chance to express their opinions and feedbacks about every little thing the company does or does not.
Companies want to keep us so satisfied that sometimes they give us too many options that at the end confuse us and distract us from a main purpose. This could be the case of MySpace, the most popular social networking site in the United States in June 2006.
The fact the MySpace website could be personalized from the top to the bottom by each member did not give it a pattern, so it became like those complicated sites where we do not know where to go to find the information we are looking for since they do not have a clear layout. Each friend was a different world, with different colors and format, and it seemed each of them belonged basically to a different network. At the end of the day, people would put so much information that was very tiring just to visit their profiles.
When Facebook took over, with a simpler layout and the same format for everybody, it became friendlier to users; it was simpler! We know where the pictures are, the comments, the events and the friends of our friends.
MySpace gave too many tools to their users when they were not prepared for it. Maybe it did not move fast enough or moved faster than the users. Either one case or the other, they are undergoing through a major crisis because of that. The steps to keep up with consumer’s needs and demands were not taken, and someone else came with a proposal that filled that hole and satisfied them.
The same thing could happen to Facebook or Twitter if they stay with the same dynamic throughout a certain period of time or if they move on faster than what the users can handle. We, as marketers, have to listen to our customers and know what make them to be satisfied. We have to be awake and alert to the signs consumers are sending us; otherwise, we can end up in a precipice as the one MySpace is nowadays.
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