Second, the notion of “brands” either “building” or “joining” social networks strikes me as inherently promotional in either case, and therefore compromised as a “social” effort. Speaking personally, I wouldn’t join a social network any brand built, and I wouldn’t want any brand trying to join one I built. But that’s just me.
Current web 2.0 thinking is mediocre, lazy, and opportunistic « Alexander van Elsas’s Weblog on new media & technologies and their effect on social behavior