Big Companies Still Trying to Figure Out Value of Facebook

Brands Seek Fans on Facebook (BrandWeek)

Brands are finding themselves in a position similar to that of the new kids at summer camp: they’re anxiously looking for friends. In the world of social media, the potency of a person’s network has always been key. Now, this virtual popularity contest has been joined by advertisers, who are scrambling to build fan bases they hope to mobilize on behalf of their brands.

Are companies the story identifies under “Missed Opportunity” really as bad off in their Facebook presences as the story suggests?