There's nothing lamer than a product with its own MySpace page (well, except for Larry Hagman's MySpace page). Advertisers, who will spend an estimated $865 million on social networking in 2007, are beginning to realize they can get more value by launching their own targeted community sites. Company-created social-networking sites aren't new, but the latest iterations are focused on achievable goals, not cool points. Here are three examples.
Stroke the fan base:
Build a community:
Get in touch: By de-emphasizing the hard sell, companies hope they'll get better information about what customers really want.
A version of this article appeared in the April 2007 issue of Fast Company magazine.