Facebook, Twitter, Telephone are for Talking, Not Marketing
Seth Goldin, puts in a strong argument that brands need to rethink their strategy for new mediums of communication. He points out that Facebook, Twitter and the Telephone all have a similar quality and that is that it is a 'connecting medium'. In the same way people hate to be interrupted by a unsolicited phone call, they also don't want a brand's history and prestige forced down their necks.
That's not to say you can't be clever about the way that you get your brand in front of people, but you do need to do with a personality that will engage and be interesting. People have millions friends to choose from if you want to be one of them make sure you are engaging.
