I’ll admit, I think Myspace is just lame. I think they shot themselves in the foot by not being as consumer friendly (or agency friendly) as they should have been. No real API, a clunky interface and servers that were consistently too slow. All of that has changed (maybe) and there is an interesting article on Adweek that talks about how brands like Wendy’s and Coke have continued to invest in Myspace with good results.

According to the article, Myspace believe it’s still relevant with a particular niche:

“Not all social media is created alike,” said Nada Stirratt, chief revenue officer at MySpace. “MySpace is a social-activation platform. We’re drop-dead amazing at getting consumers and creators to participate.”

What Twitter and Facebook do really well is act as communications platforms. MySpace, on the other hand, said Stirratt, creates “experiences around stuff consumers are rabid about and tap a brand into those. It’s a different kind of consumer and consumer behavior.”

The differentiation, she pointed out, can be seen in the status prompt that greets MySpace users. On Facebook the question asks, “What’s on your mind?” On MySpace it’s, “What do you want to share?”

Personally, I’m not buying it. I know comScore boasts big numbers for them but every survey and analytics package I’ve seen shows their numbers dwindling in the live theatrical industry.

I think Ian Shafer from Deep Focus says it best… “It’s a perception problem, but it’s also reality,” Schafer said. “It’s kind of languished. It’s just around. It’s just there.”

Read the Adweek article here.