Lessons Learned from MySpace in listening & engagement In the introduction to her keynote address to OMMA Social San Francisco 2009, Angela Courtin (SVP Marketing, Entertainment & Content, MySpace) summarizes the principal needs of users as:self-expressioncontribution toward positive changefunWhen her organization works with a major consumer brand, a political apparatus, a newspaper, a non-governmental organization, a cinematic enterprise, a music label or artist, the objectives which their integrated marketing programs pursue will adhere to the satisfaction of these three principal needs.  MySpace has always committed itself toward advancing individual self-expression, and each individual’s creativity in the engineering of their own unique online fingerprint which encompasses the things and the ideas that they love (e.g. art, books, cinematic and musical artists, friends, hobbies, lifestyles, philosophies, family, pets, photos, blogs, ...   [ Read more ]