The core of marketing is communication, so anything that begins to degrade your communications by increasing noise and decreasing signal should be avoided. One of the biggest challenges in this regard is the fact that marketing communications start out with a handicap because people by default expect to have to engage the baloney filter.
If your platform isn’t yours, you don’t control it. Now, Facebook marketers are seeing their fan relationships taken out of their hands.
This internet thing is complex, techy, and fast-moving. It's easy to feel like you are behind and start making decisions from fear. Keep a cool head, and don't buy the high-tech snake oil.
The web is made up of tech, but is serving communication purposes. Sometimes, when marketers are directing technology, there can be a disconnect due to the culture gap that you need to overcome.
Now that social media is such a pervasive phenomenon, should it be opened up and commoditized like email?