re: Social Networks: Many Friends Isn't Always More Valuable
I think smart companies have generated buzz with campaigns like American Airlines' but also see the need to dedicate resources to curating the comments that are posted to a Facebook page by all of those "friends." Companies' fan pages are essentially an extension of customer service. By not responding to concerns, questions, even compliments, a company demonstrates a lack of attention to its customers. By the way, dedicating resources doesn't mean 24/7 presence; it can mean one person who is charged with spending, say, 10% of his or her day on social network monitoring.
Contributing Editor, The BrainYard