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Facebook or your own Community?

facebook, twitter logosHere is something I have been thinking about for a bit lately: how heavily should an organisation be invested in services like Facebook and Twitter? You can hear it all around: every organisation must have a Facebook page, Twitter account, etcetera. But from a strategic point of view, I am beginning to think they are less important as it may seem. Sites and services like Twitter, Facebook et al. are important now, I agree, but...