This article by AdAge, basically talks about how marketers are still exploring ways to use social networks to their advantage. I really think they missed the point (although it is briefly touched upon): Marketers are no longer in control! Consumers are in control. If you want to leverage social networks, then start by creating a good, quality product or service and your brand will grow organically as people discover it. Bottom-up, not top-down.
When is the last time you clicked on one of those over-priced Facebook banners? In contrast, when is the last time you joined or started a Facebook group that represented something you believe in or have a passion for? I know it’s hard to resist starting a Facebook group for your brand on your own (or even getting your friend to do it for you), however, as I’ve said in my previous posts, more often than not, people can smell a fake from miles away. So if you absolutely have to go this route to get your brand out there, just make sure your friend really is passionate about your product. Otherwise, you will quickly feel the negative consequences.