The figures just keep on highlighting the growth of Facebook. 1 in 4 page views in the US are now accounted to the site. That is staggering. There is no question of it's social popularity but that doesn't mean businesses have to keep on trying to squeeze their strategies into it, like trying to pull on a pair of trousers that clearly don't fit.
In the UK, a poll has shown that social networking is costing businesses £1.38bn every year. Whilst leading business experts continue to plug the positive effects of exploiting the social sites, the overall image of a business integrating with the tools strikes me as similar to a middle aged dad trying to look cool by dressing up all rock and roll and heading off to a concert with his kids. No matter how they try and monetize, the model just isn't designed for it.
But the art of socializing and communicating doesn't have to produce negative results. We all know the value of keeping in the loop. However, businesses need to develop their own way of sharing dialogue and encouraging discussion. Every day I become more convinced we've found the solution here at Artesian. I know that probably sounds incredibly biased but having a devoted social element specifically for business is something which I find very exciting. Why squeeze into a pair of trousers that don't fit when you can get them tailored perfectly to your size?
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