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Marketing - How to win friends

The rise of MySpace has propelled social-networking communities into the web stratosphere. Launched in 2003 and sold to Rupert Murdoch's News Corporation for $580m two years later, MySpace's early symbiosis between indie-rock bands and their fans - and the ability for users to personalise their pages - earned it a huge following among teens and post-college urbanites. But essentially, it was an organic phenomenon about people's desire to connect.

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