Everybody is going crazy over Facebook; this artificial habitat which is online home to so many people.
Users spend most of their online time on Facebook, chatting with friends, sharing stuff, consuming media, organizing events, etc. As a result, brands and companies turn their mordorian eye on Facebook. For most of these companies social web marketing has melted down to the questions: How do we get into the streams of users and how do we gather fans for our fansite.
These questions are absolutely the wrong ones to start with. Brand Executives should ask one and only one thing:
Do we want to engage with our customers?
I literally hate it when Social Media guys talk about how all these platforms are “tools” and how you just need the right mix and the right campaign strategy. This is all crab. Facebook is not a tool, it is highly complex and at the core of people's lives. It represents and reconnects the strings of friendship. Every shared item, every comment, every picture is emotional and potentially leads to social interaction.
If you and your product have nothing to add to this construct then you better stay away.