I read this article over on Online Spin, and I had a "blinding flash of the obvious," as they say.
The article cautions advertisers who are thinking about advertising on social media Web sites to first ask themselves..."What is my real-life interaction with my target audience?"
In other words, do you engage your audience in real conversation outside of your Web site? Do you hold events where your customers can ogle your starlet, sit in your newest beanbag chair, or listen to a new portable music player? Or are you just throwing stuff out into cyber space to see if it sticks?
Wow. That was a powerful BFO. I may have to sit down and think about this some more.