I'm working for a site that is basically a regional/provincial hub for everything from events to classified ads.
When you first get on the homepage you get provincial news, events, classified ads and many other things.
The site slogan is something like My province in one click.
Based on that slogan the categories are named as follow:
My events, my content, my classified ads, my news, my weather and so on.
I don't personally think its good practice to prefix everything with my and would like some opinion on this from the IA community.