| AUTHOR'S NOTE | VII | ||
| CHAPTER 1 STEALING MYSPACE | 3 | ||
| CHAPTER 2 CIRCLE OF FRIENDS | 6 | ||
| CHAPTER 3 RISING FROM THE ASHES | 20 | ||
| CHAPTER 4 THE TRAILER PARK OF THE INTERNET | 30 | ||
| CHAPTER 5 STRUGGLING TO SURVIVE | 39 | ||
| CHAPTER 6 THE FAKESTER REVOLUTION | 50 | ||
| CHAPTER 7 BUILDING MYSPACE | 59 | ||
| CHAPTER 8 THE BOARDROOM COUP | 69 | ||
| CHAPTER 9 THE FIX-IT-LATER PHILOSOPHY | 80 | ||
| CHAPTER 10 OPERATION SHOW TIME | 90 | ||
| CHAPTER 11 ARE WE MISSING THE NEXT GOOGLE? | 96 | ||
| CHAPTER 12 TSUNAMI | 108 | ||
| CHAPTER 13 INDEPENDENCE | 115 | ||
| CHAPTER 14 THE KING OF SPYWARE | 128 | ||
| CHAPTER 15 SCHMUCK INSURANCE | 140 | ||
| CHAPTER 16 THE GAME IS ON | 146 | ||
| CHAPTER 17 PROJECT IVORY | 156 | ||
| CHAPTER 18 HOLDING A TIGER BY THE TAIL | 169 | ||
| CHAPTER 19 A FINE LINE BETWEEN RISQUE AND DIRTY | 180 | ||
| CHAPTER 20 "A PLACE FOR FIENDS" | 191 | ||
| CHAPTER 21 PEBBLE BEACH | 202 | ||
| CHAPTER 22 WAR AGAINST WEB 2.0 | 214 | ||
| CHAPTER 23 NUMBER ONE IN EVERY MARKET | 224 | ||
| CHAPTER 24 BEYOND THE BANNER AD | 236 | ||
| CHAPTER 25 THE FACEBOOK REVOLUTION | 246 | ||
| CHAPTER 26 MYSPACE 2.0 | 254 | ||
| CHAPTER 27 DIGITAL IDENTITY | 262 | ||
| EPILOGUE | 267 | ||
| ACKNOWLEDGMENTS | 269 | ||
| NOTES | 271 | ||
| INDEX | 357 |