By Tamera Adams
tadams@nationaljeweler.com

Was MySpace's global deal with luxury jeweler Cartier the final blow in its war with Facebook?


Some say there is no competition; many users have pages on both social networking sites, and it's been noted that the alleged war is being waged by the media.


In side-by-side comparisons of MySpace and Facebook, Web and print publications that cover the technology industry tend to evaluate design, features and usability. News sources that cover business and finance beats, however, have turned the competition into a matter of class.


Initially, Facebook was launched as an exclusive Harvard University site. MySpace, on the other hand, was developed to increase the exposure of Indie music. Now that both sites have users outside of their initial niches, analysts are trying to distinguish which users go where and why.


Naturally, analysts say that Facebook, with its blue-blood background, attracts the upper echelons of society, while MySpace users are typically low- to middle-class.


Contrary to analysts' class theories, Travis Katz, managing director of international operations for MySpace, claimed in a recent Advertising Age article that its network reaches more users with a six-figure income than Facebook or Yahoo 360. Obviously, Cartier was convinced.


MySpace's successful history of promoting music and garnering fan support was probably a contributing factor to Cartier's decision as well. Music appears to be an integral part of the brand's Love campaign this year; Cartier even added 12 artists to its current list of ambassadors. Twelve additional artists are featured on its MySpace page.


The luxury jeweler may have also chosen MySpace because its word-of-mouth exposure beats Facebook hands down. On MySpace, the goal of acquiring friends on page profiles is taken quite seriously. Journalist Barbara Walters put out a plea for friends on her television show The View last year. Within days, Walters went from having 2 friends to more than 1,000.






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