Recognizing the market dominance of onetime rival Facebook, MySpace is making it possible for users to carry over their likes and interests from their Facebook profile to their MySpace page.
MySpace, which was once the largest online social network, made a dramatic attempt this summer to revive its fortunes through a major redesign of the site around entertainment, creating a place where people can get information on, share, and discuss celebrities, music, movies, and TV. In doing so, MySpace ceded to Facebook the job of providing a place for people to discuss and share the latest happening in their lives.
On Thursday, MySpace set itself up further as a complement to Facebook by letting people populate their MySpace page with the likes and interests listed on their Facebook profile, and then stream MySpace content to the page based on the Facebook information. The feature, called Mashup With Facebook is the latest example of how MySpace hopes to tap Facebook for help.
In August, MySpace synced its service with its former archrival, giving users the ability to share content with their Facebook friends. The feature is being used by more than 1 million MySpace users, according to the site.
MySpace plans to extend its integration with Facebook in the future by placing a Facebook "like" button across the site, so users can easily mark on their Facebook profile content they like on MySpace.
Since losing its social network crown, MySpace has been reduced to 122 million registered users, compared to Facebook's half billion. Rather than compete head-to-head, MySpace wants to be the go-to site for people who want to get the latest entertainment news on music, movies, and TV and then share and discuss what they find on the site.
Besides giving people the ability to set up their own pages to pick the content they want streamed to them, MySpace has also built what it calls "content hubs," where users can see the latest entertainment news, video, and photos related to specific topics, such as games, comedy, sports, and fashion.
MySpace's facelift is an attempt to become "cool" again, so it can once again attract the lucrative under-35 demographic that turned to Facebook. In addition, the site hopes to turn its finances around in order to keep parent company, News Corp., from selling it, a likely scenario if MySpace can't turn a sizable profit.
The latter may prove difficult to prevent, since no Internet company that has fallen from grace among web users has been able to make a comeback. Examples of Internet companies struggling to reverse downward spirals include AOL, Digg, and Yahoo.