Are Brands That Build Their House In Facebook Adopting The Best Strategy?

This is probably the most interesting article I’ve read in quite awhile.  Kudos to Stephen Wellman for forwarding (thanks Stephen!).  The argument is this; should brands build their own web destination, or just develop a social strategy using Facebook as their primary destination?  One intriguing argument stated in the article is that a social destination such as Facebook provides the brand with a social platform that brands can build upon and leverage, since the 200 million visitors are sticky to their Facebook friends, apps, groups, status feeds, etc.  The tough part is concepting a profile or group page that can continually engage visitors over the long haul, and extend their social experiences that they find on Facebook.  Brands like Harley-Davidson wouldn’t have to think hard about ways to accomplish this, but for others, it could be rocket science.