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This post from CustomerThink’s Bob Thompson is insightful and once read, obvious – but I think its a problem many (often larger and established) companies have managing their brands in the social space.

With the last 3-4 years having heralded the end of the dominance of the traditional destination web site and the establishment of the significance of social constellations (think Godwin’s ‘Tribes’ et al), it feels time to add Thompson’s perspective to the argument that to really gain value out there in Facebook-land you have to add value to the lives of your social network users and partners – not just through promotions, competitions and freebies, using the community as technology (or simply a tool for your CRM activites), but through a deeper engagement on their terms, greater flexibility with the brand and what it means and represents to each individual audience group.

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