Profiting from Social Networking:

Facebook, where users expect applications to augment their social experience with little effort and at no cost, may be a tough environment for companies whose ultimate goal is making a buck, especially since so many companies are still trying to work with traditional ad models. Ultimately, the most successful applications are those whose business model, brand identity, and natural users match the culture and demographic on the network. As such, the top applications may not provide plug-and-play solutions for every brand hoping to enter Facebook. But the lessons they teach about the need for authenticity and relevancy are universal tenets for marketers in the Web 2.0 age.

Das größte Problem scheint nach wie vor zu sein, dass man mit alten Businessmodellen an ein neues Medium herangeht. Somit wird für viele auch in 2008 die Hauptaufgabe bleiben, die grundlegenden Prinzipien von Vernetzung, Community und Emergenz zu verstehen und neue Ideen zu entwickeln, wie man diese unterstützen kann. Wer das am besten schafft, hat gute Chancen auf den Hauptgewinn.