In 2009, the news of Owen Van Natta’s appointment as the new CEO of MySpace sent shockwaves through the social media industry. As the former COO of Facebook, Van Natta’s decision to take the top spot at MySpace was met with a mix of intrigue and controversy.
At the time, MySpace was facing significant challenges in the wake of Facebook’s meteoric rise. The stepping down of MySpace co-founders Tom Anderson and Chris DeWolfe had left many questioning the company’s future direction.
Van Natta’s move from Facebook to MySpace was particularly noteworthy, given his extensive experience and deep ties to the industry’s leading platform. As guest author Brian Solis pointed out, Van Natta’s ownership of a sizable amount of Facebook stock and the potential for a conflict of interest raised concerns.
The worry was that Van Natta’s dual allegiances could create complications, as MySpace and Facebook were direct competitors. Questions arose around whether he had a non-compete agreement with Facebook, a common practice for executives leaving prominent tech companies.
While executive poaching is not entirely unheard of, the trend had been less prevalent in the fast-paced world of internet startups. The move from Facebook to MySpace was seen as a significant departure from the typical trajectory.
However, the executive shuffle was indicative of the broader challenges facing companies that had seemingly reached their peak. MySpace was in dire need of a major overhaul, and Van Natta’s experience and industry connections were likely seen as valuable assets.
In the years that followed, Van Natta’s tenure at MySpace would continue to be marked by controversy and uncertainty. The company’s struggles to regain its footing in the face of Facebook’s dominance would ultimately lead to its acquisition by Specific Media in 2011, signaling the end of an era for the once-pioneering social network.
The story of Owen Van Natta’s move from Facebook to MySpace serves as a cautionary tale in the rapidly evolving world of social media, where even the most seasoned executives can face complex ethical and strategic challenges.