Our own VP of Innovation, Jason Billingsley shares his social media marketing wisdom with Internet Retailer today in “MySpace opens it doors, but retailers may walk on by.”
This article is timely as MySpace has recently opened its developer platform, similar to what Facebook did ages ago. We’ve had enough time to watch the attempts of Facebook applications by online retailers to determine whether MySpace application efforts are worth the time or not.
“… merchants have had little success so far selling products through Facebook,” says Jason Billingsley, co-founder and vice president of innovation at Elastic Path Software, whose company has studied the e-commerce applications created for Facebook.
Some merchants have created popular promotional applications for Facebook, such as a JanSport back-to-school contest last summer that offered JanSport products as prizes to Facebookers who posted the best pictures of the contents of their backpacks. “But they weren’t selling products,” Billingsley says. “They were giving away products through a fun contest.”
There is one aspect of MySpace’s offer that makes it more appealing than Facebook’s, says Billingsley. MySpace has adopted a Google standard called OpenSocial designed to allow an application created for one social networking site to run on others. While Facebook has yet to adopt OpenSocial, Billingsley says an application built for MySpace will run on other social networking sites using the Google standard, such as U.K. social networking leader Bebo.”