Brand advertising programs at Facebook and Myspace working

Because CPMs are so low in the social networking business, companies like Facebook and MySpace are hoping to garner premium advertising dollars by enabling promotions that create brand-centered community among members. For example, 100,000 MySpace members recently became friends with the Wendy’s Square. Brand Managers love opportunities like this because it’s so hard to create “authentic” community around a product–many will pay out the nose to try something new they can tell their bosses about.