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MySpace注定要滅亡
 作者: Dan Mitchell    時(shí)間: 2011年06月30日    來源: 財(cái)富中文網(wǎng)
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MySpace用戶能夠自行修改用戶主頁的設(shè)計(jì),同時(shí)伴有自動(dòng)播放的音樂,導(dǎo)致整個(gè)網(wǎng)站最終變成了一個(gè)電子樂橫行的萬花筒。這種奇異的審美趣味幾乎是故意排斥年紀(jì)較長的人、智商比較高的人、以及更接近社會(huì)主流的人,導(dǎo)致網(wǎng)站與主流人群漸行漸遠(yuǎn),并最終沒落。
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????看起來,MySpace在經(jīng)歷了漫長而痛苦的衰亡過程后,終于要壽終正寢,永遠(yuǎn)安息了。本周新聞媒體對該公司的報(bào)道讀起來不免有些訃告的意味:目前,這家新聞集團(tuán)(The News Corp.)旗下的社交網(wǎng)絡(luò)正在計(jì)劃大量裁員。很顯然,這是在為減負(fù)作準(zhǔn)備,以降低公司成本。?《彭博商業(yè)周刊》(Bloomberg BusinessWeek)的一篇悼文詳細(xì)回顧了MySpace的成長和衰落。此后MySpace就出現(xiàn)了上述動(dòng)向。

????《彭博商業(yè)周刊》本周的封面報(bào)道題為《MySpace的崛起和可恥的衰落》(The Rise and Inglorious Fall of MySpace)。該文稱“管理上的失誤、先天不足的合并、以及難以數(shù)計(jì)的嚴(yán)重失誤加速了MySpace的衰落。”

????傳媒巨頭新聞集團(tuán)于2005年以5.8億美元將MySpace收至麾下,其拙劣的管理加速了該社交網(wǎng)絡(luò)的毀滅,這點(diǎn)毋庸置疑。但是,MySpace到底是否從創(chuàng)建伊始便已注定要滅亡,這點(diǎn)倒是頗有爭議。

????現(xiàn)在人們已經(jīng)不大記得,MySpace在人們眼中曾一度是新銳的代名詞。2003年創(chuàng)建之初,該網(wǎng)站主要致力于獨(dú)立音樂,大量樂隊(duì)紛紛加入,自己動(dòng)手建立樂隊(duì)主頁,并借此發(fā)行其創(chuàng)作的音樂。但是,該網(wǎng)站從未切實(shí)嘗試?yán)眠@些核心用戶。任何酷斃了事物幾乎無一例外地注定有一天將不再流行。就在MySpace被新聞集團(tuán)收購之后不久,盡管該網(wǎng)站彼時(shí)仍然在不斷成長壯大,但有關(guān)它會(huì)沒落的預(yù)測已開始四處流傳。之后不久,F(xiàn)acebook便聲譽(yù)鵲起。

????Facebook問世之初給人的印象是既具書卷氣又夠酷,現(xiàn)在,它早已超越了酷不酷的層次。更為重要的是,相比MySpace,該網(wǎng)站的易用性要強(qiáng)出許多,也更為貼近社會(huì)主流。與此同時(shí),MySpace依然堅(jiān)持俗艷的設(shè)計(jì),只要點(diǎn)擊打開主頁,音樂便會(huì)自動(dòng)播放。對于普通用戶而言,搖滾小子(Kid Rock)震耳欲聾的歌聲不請自來,隨意飄進(jìn)耳內(nèi),沒什么比這更令人倒胃口的了。

????費(fèi)利克斯?吉萊特在《商業(yè)周刊》的封面報(bào)道中分析說,MySpace用戶能夠自行修改用戶主頁的設(shè)計(jì),其實(shí)不失為該網(wǎng)站“最早的一個(gè)突破”。最初,由于網(wǎng)站開發(fā)人員的失誤,反而誤打誤撞,結(jié)果是用戶有權(quán)在其主頁中插入超文本標(biāo)記語言(HTML),“隨心所欲地?cái)[弄各種背景顏色,對其頁面進(jìn)行個(gè)性化設(shè)計(jì),整個(gè)網(wǎng)站最終變成了一個(gè)電子樂橫行的萬花筒。這種奇異的審美趣味最終倒成了該網(wǎng)站的標(biāo)志。”

????對于當(dāng)時(shí)的MySpace用戶而言,這不失為一大賣點(diǎn)。但對那些恰恰因?yàn)檫@一點(diǎn)而不愿加入的人而言,它無疑是個(gè)漏洞。MySpace幾乎是故意排斥年紀(jì)較長的人、智商比較高的人、以及更接近社會(huì)主流的人加入該網(wǎng)站。相反,F(xiàn)acebook則始終嚴(yán)格控制其用戶頁面設(shè)計(jì),確保其中不會(huì)出現(xiàn)耀眼的圖形和艷麗的色彩。只要愿意,上了年紀(jì)的大媽級人物也可以加入Facebook。重要的是,隨著時(shí)間的流逝,真的有人這么干了。

????正是靠著這種樸素的頁面呈現(xiàn)方式,F(xiàn)acebook超越了“酷還是不酷”的問題。現(xiàn)在,對多數(shù)人而言,F(xiàn)acebook談不上酷不酷,那就是它的存在方式。像電子郵件賬戶一樣,它就是個(gè)用得著的應(yīng)用程序。與老朽的MySpace不同,加入Facebook并不意味著就得公開個(gè)人的社會(huì)身份。MySpace用戶一度以“MySpace人”自居,但沒人會(huì)如法炮制,稱自己是“Facebook人”。潮人們與他(她)們的母親可以在Facebook上互為好友,而沒人會(huì)因此感到大驚小怪,原因也正出于此。同樣地,你可以跟自己的上司在Facebook上成為朋友,而且會(huì)欣然接受高中同學(xué)的朋友邀請,即便現(xiàn)在你們已經(jīng)形同陌路。

????出于同樣的原因,如今Facebook的全球用戶數(shù)已逼近10億,而MySpace每個(gè)月都會(huì)流失幾百萬的用戶;不僅如此,今年1月,該公司曾裁員500人,現(xiàn)在,又計(jì)劃在僅剩的400人中,再解雇300人。結(jié)果剩下的就只有龐大的網(wǎng)絡(luò)基礎(chǔ)設(shè)施,迅速衰減的用戶群(而且從人口統(tǒng)計(jì)學(xué)角度看,也不那么有吸引力的),還有那即便不太賺錢但仍然可觀的網(wǎng)絡(luò)流量資源。

????當(dāng)然,導(dǎo)致MySpace沒落的原因多種多樣。成立之初,它只是Intermix媒體(Intermix Media)公司的一部分,后者因?yàn)橐恍┝盂E而聲譽(yù)不佳。但是,在彼時(shí)的紐約總檢察長艾利奧特?斯皮策下令開始對Intermix進(jìn)行調(diào)查之前,當(dāng)時(shí)該公司的所有者拒絕讓MySpace獨(dú)立,之后便將該網(wǎng)站以低價(jià)賣給了新聞集團(tuán)。對一家以新銳為生存方式的網(wǎng)站來說,沒什么比成為魯伯特?默多克的私人財(cái)產(chǎn)更糟糕的了。

????與Facebook不同,MySpace從未想過融入網(wǎng)絡(luò)世界,即允許用戶在其MySpace主頁中隨便轉(zhuǎn)貼外部資料,或者使用其賬戶對外部網(wǎng)頁發(fā)表評論等操作。MySpace的公司法人背負(fù)著實(shí)現(xiàn)季度營業(yè)目標(biāo)的壓力,這無疑窒息了網(wǎng)站的創(chuàng)新能力。盡管如此,他們也從未想過像Facebook那樣從外部品牌尋找營業(yè)額的增長點(diǎn)。

????但是,即便存在上述種種失誤,如果當(dāng)時(shí)MySpace能面向社會(huì)各類受眾,它仍然有可能存活下來。現(xiàn)在,新聞集團(tuán)急著以2,000萬美元的低價(jià)將該網(wǎng)站出手,金額甚至不到其2005年收購價(jià)的4%。而Facebook呢?如今其身價(jià)已飚升至700億美元,是MySpace目前售價(jià)的3,500倍。

????譯者:大海

????It appears that MySpace might finally find sweet relief from its long, slow, painful demise. News reports on the company this week read like obituaries: The News Corp.-owned social network is planning massive layoffs, apparently in preparation to unload the company for a pittance.

????Those developments followed a detailed post-mortem from Bloomberg BusinessWeek. Its cover story this week, "The Rise and Inglorious Fall of MySpace," recounts how "[m]ismanagement, a flawed merger, and countless strategic blunders have accelerated Myspace's fall…"

????While it's surely true that MySpace's doom was hastened by News Corp.'s (NWS) bumbling management since the media giant bought the company for $580 million in 2005, it could be argued that the MySpace was doomed from the beginning.

????It's difficult to remember now, but MySpace was once considered cool. When it started in 2003, it was largely devoted to indie music, with bands joining to create profiles for themselves and circulate their music. The site never really tried to capitalize on that core audience. Anything that's considered cool is almost guaranteed to fall out of fashion. Not long after News Corp.'s purchase, predictions of MySpace's fall began circulating, even as the site was still growing. And not long after that, Facebook began to rise in popularity.

????Facebook, having been sort-of nerdy-cool in its early days, has since transcended the whole cool-uncool spectrum. More importantly, it was much more user-friendly and accessible to the mainstream. MySpace, meantime, insisted on sticking with a garish design and music that autostarted when a profile was opened. Nothing turns people off like a Kid Rock song blasting unbidden into their headphones.

????In his BusinessWeek article, Felix Gillette argues that MySpace users' ability to tweak their profile designs was one of the site's "first breakthroughs." The developers had accidentally allowed users to insert HTML into their profiles, "allowing them to play around with the background colors and personalize their pages, leading to the site's kaleidoscopic, techno-junkyard aesthetic, which became its trademark."

????For the site's users at the time, this was a feature. For users who might otherwise have signed up, it was a bug. MySpace has almost willfully discouraged older people, smarter people, and more mainstream people from joining. Facebook, meanwhile, has kept tight control over its design, which has remained free of blinking graphics and gaudy color schemes. Your elderly aunt could join it if she wanted to. And as time went on, she did.

????Facebook's vanilla presentation has helped it transcend questions of "cool." For most people, it's now considered neither cool nor uncool – it's just sort of there. It's almost a utility, like an email account. Unlike with the old MySpace, joining Facebook isn't about making a statement about your social identity. Nobody thinks of themselves as a "Facebooker" the way some people once thought of themselves as "MySpacers." That's why hipsters and their moms can be Facebook friends with each other and nobody thinks it's strange. It's why you can be Facebook friends with your boss, and why you readily accept friend requests from old high school friends with whom you have little in common.

????And that's why, as Facebook grows toward a billion users worldwide, MySpace is losing millions of users every month and is now reported to be planning layoffs of perhaps up to 300 of the 400 workers it has left after it let go 500 people in January. All that's left is a clunky networking infrastructure, a rapidly dwindling (and not very demographically desirable) member roster, and a source of still-considerable, if not very lucrative, Web traffic.

????Of course, there are many reasons for MySpace's fall. It started as part of a company, Intermix, that had the stink of sleaze about it. But the owners at the time refused to spin MySpace off before Eliot Spitzer, then New York's attorney general, began investigating Intermix, and the site was sold to News Corp. at a discount. For a site that relies on cool, nothing could be worse than ownership by Rupert Murdoch.

????Unlike Facebook, MySpace also never thought to interweave itself with the rest of the Web, allowing users to easily port outside material into their profiles, and to use their accounts to, for example, comment on outside Web pages. MySpace's corporate owners were forced to hit quarterly revenue targets, which stifled innovation, but they never thought to seek revenue through outside brands as Facebook has.

????But even with all those stumbles, MySpace could possibly have endured if only it had simply made itself accessible to people from all walks of life. And now News Corp. is hurriedly trying to sell the thing off for as little as $20 million, or less than 4 percent of what it paid in 2005. And Facebook? It's valued at $70 billion - or 3,500 times what MySpace is apparently worth.




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@關(guān)子臨: 自信也許會(huì)壓倒聰明,演技的好壞也許會(huì)壓倒腦力的強(qiáng)弱,好領(lǐng)導(dǎo)就是循循善誘的人,不獨(dú)裁,而有見地,能讓人心悅誠服。    參加討論>>
@DuoDuopa:彼得原理,是美國學(xué)者勞倫斯彼得在對組織中人員晉升的相關(guān)現(xiàn)象研究后得出的一個(gè)結(jié)論:在各種組織中,由于習(xí)慣于對在某個(gè)等級上稱職的人員進(jìn)行晉升提拔,因而雇員總是趨向于晉升到其不稱職的地位。    參加討論>>
@Bruce的森林:正念,應(yīng)該可以解釋為專注當(dāng)下的事情,而不去想過去這件事是怎么做的,這件事將來會(huì)怎樣。一方面,這種理念可以幫助員工排除雜念,把注意力集中在工作本身,減少壓力,提高創(chuàng)造力。另一方面,這不失為提高員工工作效率的好方法。可能后者是各大BOSS們更看重的吧。    參加討論>>


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