While the popularity of social networking sites such as MySpace.com increases, marketers are creating their own social networking sites, USA Today reported.

"Social networking places are megatrends that are cutting across online everywhere," Dawn Winchester, executive vice president, R/GA, told USA Today. "They are at the heart of where people come together around their passions. It makes sense for the right type of brands to be engaged in that type of communication."

Brands such as Chevrolet, Coca-Cola and Nike have created marketing campaigns inspired by the MySpace.com site. Coca-Cola's site features monitoring and filtering of posts and strong language but the company says its Mycoke.com site has brought more than eight million visitors per month. On the other hand, Chervolet's site saw some backlash as many of its site visitors created ads criticizing the brand.