Two weeks into her new job as communications manager at MySpace, Amy Walgenbach helped the company launch a feature intended to solve one of social networking's most discussed problems. The big project, which kicked off earlier this month, was MySpace's highly anticipated Data Availability feature that lets users move their data across the Web.

"I didn't even have my Blackberry working yet, [but] I was trying to field calls and shuttling back and forth between [San Francisco] and ...