Myspace as a dating site
Myspace President Tom Anderson stepped down while Chris De Wolfe was replaced as Myspace CEO by former Facebook COO Owen Van Natta. meeting in March 2009 over the direction of Myspace was reportedly the catalyst for that management shakeup, with the Google search deal about to expire, the departure of key personnel (Myspace's COO, SVP of engineering, and SVP of strategy) to form a startup.
Furthermore, the opening of extravagant new offices around the world was questioned, as rival Facebook did not have similarly expensive expansion plans yet it still attracted international users at a rapid rate.
Boyd compared the shift of white, middle-class kids from the "seedy" Myspace to the "supposedly safer haven" of Facebook, to the "white flight" from American cities; the perception of Myspace eventually drove advertisers away as well.
At its peak, when News Corp attempted to merge it with Yahoo! Since then, Myspace has seen a continuing loss of membership, and there are several suggestions for its demise, including the fact that it stuck to a "portal strategy" of building an audience around entertainment and music, whereas Facebook and Twitter continually added new features to improve the social-networking experience. Gittelman suggested that the 0 million three-year advertisement deal with Google, while being a short-term cash windfall, was a handicap in the long run.While Facebook focused on creating a platform that allowed outside developers to build new applications, Myspace built everything in-house.Shawn Gold, Myspace's former head of marketing and content, said "Myspace went too wide and not deep enough in its product development.who was based in Los Angeles, departed the company.Former AOL executive Jonathan Miller, who joined News Corp in charge of the digital media business, was in the job for three weeks when he shuffled Myspace's executive team in April 2009.