From activism to socialising to starting new bands, 99% of everything that happens on MySpace is fun and positive. But with that many people, theres going to be a few bad apples, which presents challenges.

The key is to be true to your community's norms and values. You can't just force yourself on people and try to sell them something they don't want - that's good advice for marketers generally, but particularly on community-driven sites like MySpace. You have to find ways to add value to your members' lives while being consistent with your brand's identity.

A lot of people have put their lives online and are using MySpace to manage their social lives.

When you were growing up, your mom and dad told you to look both ways before crossing the street or not to get into a car with a stranger. It's the same with the internet. We have a big responsibility and a huge role in bringing all the stakeholders to the table - users, parents, educators, law enforcement, government organisations.

Now, games have been democratized. Everyone plays games.

If you look at the evolution of games from console to Internet to mobile, and look at social networking from Web to mobile, everything is fragmenting.

From activism to socialising to starting new bands, 99% of everything that happens on MySpace is fun and positive. But with that many people, theres going to be a few bad apples, which presents challenges.