Ppl left myspace because fb ran aggresssive marketing campaigns that allowed the messaging platforms to interoporate. You could join fb without totally loosing touch with myspace. See cory doctorow.

Also, fb was launched intensively and exclusively in a group of iirc 8 universities to establish a user base. They got a foothold in an elite and influential group and spread slowly.

This is the part that no floss seems to plan for. Make something for a specific non nerd group. Myspace was for music. Need to establish a base.