Add Wal-Mart and MTV to the list of companies who are trying to hop on the social network bandwagon. Both of these companies want to create their own networks to tap into the power that others have already harnessed. The approach they're taking is a bit different, though. MTV wants to create their own version of YouTube, the popular video sharing site. They say that since video is an area they're experts in it's a natural extention. Wal-Mart, on the otherhand, wants to create a network similar to MySpace. They've created a section of their website inviting kids to create their own page in an attempt to get those kids to engage with Wal-Mart leading up to the back-to-school shopping season. The problem they're having is that the examples they give of pages that have been created are obviously actors in staged situations.

Let me try to put this as plainly as I can: Find new ways for your audience to interact with your brand on the tools they're using NOW and you won't be tempted to try this. These are just examples of corporate mindsets that are stuck in an old world. Kids are using YouTube, MySpace and others because they do what they want in an easy to use manner. That, combined with the "wanting to be like your friends" attitude most teens have means they're not going to be changing habits anytime soon. Go where they are, don't try to get them to come where you want them. There's more real power to be had by empowering people than forcing them to play in your sandbox.