When MySpace launched in 2004, social networking was still considered a novelty of Web 2.0. Then, as more networks popped up, it went from being a trend to a cultural mainstay. Through this transition, the MySpace communications team has stayed focused on keeping its message relevant to attract new members, while staying true to its core.

Even so, the last year has been     tough. Earlier this year, Facebook unseated MySpace as the largest social network in the ...