MySpace Ad Revenue Directs Social Media Audience Targets

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By Matt Clark

Thanks to the internet and communication technologies, the world is getting smaller. This is forcing our job as PR pros and marketers to get bigger. Often our clients want us to focus on international markets and a larger audience. So when this is the case, does social media strategy still pay off? My answer is no. Although sites like YouTube, MySpace and Facebook reach a global audience, that doesn’t mean it’s as effectually in other countries.

To know what countries are affected most by social media tactics, follow the money. At the TechCrunch 50 on Monday, MySpace CEO DeWofe said that 95% of it’s ad revenue came from only nine countries. That tells me that if you want to run a social media campaign your target audience should be in those countries.

Although DeWolfe did not disclose all nine countries, he did list a few. They include US (obviously), UK (obviously), Japan, Germany, France (really), and Canada. If I had to guess the other three it would be Australia, Korea and Italy. Perhaps China could be included, but only 19% of China use the internet (although that’s over 253 million).

I’m not saying that trying to reach countries outside of the MySpace Nine via social media will fail, but it might not have the best ROI and there could be a stronger strategy to use.

Just some Blab for thought…