MTV innovating in the social space

After neglecting to buy Myspace a few years back, MTV is finally redeeming themselves in the social space. No longer chasing the dream of a single overarching social network for the entire channel, MTV's social strategies are increasingly niche. They also blazing new paths in two interesting social strategies: leveraging mini-celebrities and social networks as games. Yes, we've seen these strategies used before, but where others have only dipped their toes in the water, MTV has jumped right in - and they're getting results for it.


Leveraging the mini-celebrity

iamonmtv.com lets you interact with the stars of The Gauntlet and Making The Band in ways that make the act of posting on a celeb's myspace page seem meaningless. All personalities make sure to be online during the time their shows air, making them accessible to people watching tv while on the computer.



Making your social network a game

Social networking is a very game-like in nature. Collect friends, check status messages, see friend's actions. But NextorNot.com takes that to a new level. A web 2.0 HotorNot, this site has got to be pumping out some serious page views. The site prays on the vanity, jealousy and shallowness of anyone under 25. It is genius.

Based off the show Next, where contestants turn down, or "next" people they are not attracted to. Nextornot, lets visitors set up a profile, and compete to be the least "nexted" person. Sadly, I was addicted to this site for a short period of time.




Other good stuff

ILoveNewYork2.com and realworldcasting.com (not live)
These sites revolutionizing the way reality shows are casted by letting visitors compete to be reality stars.

Yomomma.tv (site is live but show has concluded)
Great online extension of show that pitted the best Yo Momma jokesters against one another. See how good your skills are by letting site visitors judge if your jokes are wack or dope. It kills me that most game shows fail to extend their experiences online, but that's another post all together.

Just because these social media solutions are low-brow, doesn't mean they should be overlooked. Look for MTV to continue to innovate in the social space.