Just a few years ago, we watched the dramatic rise and fall of myspace.  When Facebook eventually emerged as the social networking winner, there was no easy way to “transfer” myspace community members to Facebook’s walled garden.  Unfortunately, most companies didn’t have the resources to follow up with the “dangling” myspace fans (e.g. ensuring they opted-in to a company managed email list or RSS feed) and so the community/relationship building stopped.

Taking care of your own house first

Though Facebook has far exceeded myspace in importance as a social network and marketing channel, some SMBs (and mid-large cap companies) are putting an inordinate amount of focus on their Facebook page/community, while letting their own website content, mobile experiences (web/apps), e-mail databases, etc., die on the vine.

Facebook is where people are now, but we still don’t own the data

Facebook’s terms of service allow the company to fully own the data created on the site.  So if something does go wrong with Facebook (or Twitter/Pinterest, etc.) down the road, companies (large & small) will be scrambling to find ways to continue the conversation with former fans.

Even as marketing budgets tighten up into the back half of 2012, we should be ensure that our own branded properties are surviving (and thriving) in the digital landscape.

What are your thoughts?

For more on this, I recommend this recent post from Mitch Joel.