"HIJACKING MYSPACE FOR FAME AND FORTUNE"
Good article from CNET and validation for GoingOn's approach and business model:
Hoffman, who works for KEA Advertising in Valley Cottage, N.Y., has built MySpace profiles for several car dealers. He then contacts other members of the network asking them to be a "friend" to the business, using software tools to target those he thinks might be interested.
"You can become part of their network and develop a relationship. It is better than banner advertising, because you get to interact with the actual potential customer," he said. (full article)