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"No one uses MySpace" To continue on the issue of online representation of offline societal trends, Piskorski also looked at usage patterns of MySpace. Today's perception is that Twitter has the buzz and Facebook has the users. MySpace? Dead; no one goes there anymore. Tell a marketer that she ought to have a MySpace strategy and she'll look at you like you have a third eye. But Piskorski points out that MySpace has 70 million U.S. users who log on every month, only somewhat fewer than Facebook's 90 million and still more than Twitter's 20 million in the U.S. Its user base is not really growing, but 70 million users is nothing to sneeze at. So why doesn't MySpace get the attention it deserves? The fascinating answer, acquired by studying a dataset of 100,000 MySpace users, is that they largely populate smaller cities and communities in the south and central parts of the country. Piskorski rattles off some MySpace hotspots: "Alabama, Arkansas, West Virginia, Oklahoma, Kentucky, Florida." They aren't in Dallas but they are in Fort Worth. Not in Miami but in Tampa. They're in California, but in cities like Fresno. In other words, not anywhere near the media hubs (except Atlanta) and far away from those elite opinion-makers in coastal urban areas. "You need to shift your mindset from social media to social strategy." "MySpace has a PR problem because its users are in places where they don't have much contact with people who create news that gets read by others. Other than that, there is really no difference between users of Facebook and MySpace, except they are poorer on MySpace." Piskorski recently blogged on his findings.

Women and men use these sites differently.

Piskorski has also found deep gender differences in the use of sites. The biggest usage categories are men looking at women they don't know, followed by men looking at women they do know. Women look at other women they know. Overall, women receive two-thirds of all page views.

It is now clear that it is as disruptive to today's newspapers as Gutenberg's invention of movable type was to the town criers, the journalists of the 15th century.

The Internet wrecks the old newspaper business model in two ways. It moves information with zero variable cost, which means it has no barriers to growth, unlike a newspaper, which has to pay for paper, ink and transportation in direct proportion to the number of copies produced.

And the Internet's entry costs are low.