According to comScore Media Metrix, MySpace recorded 38.7 billion U.S. page views last month, compared with 38.1 billion for Yahoo Inc.

News Corp.'s MySpace recorded 38.7 billion U.S. page views last month, compared with 38.1 billion for Yahoo Inc., according to comScore Media Metrix. MySpace's growth was 2 percent over October and triple the 12.5 billion recorded in November 2005.

The numbers underscore the rapid rise of the social networking site that encourages visitors to stay and make friends through free tools for messaging, sharing photos and creating personal pages known as profiles, said FoxNews.

The PR utility of social media remains unclear, but it's certainly now safe to say that the industry should reinforce efforts to exploit the medium, said Bulldog Reporter.

I'd think twice about that one. Exploiting social media doesn't work that well - ask Sony and Wal-Mart.

Learn to genuinely become a part of the conversation.  Be open and authentic and you can get your messaging across without exploiting the medium or the audience.