Did you come across anything saying there ever a time when Facebook was “The Best Way” to reach a target audience? I don’t think it’s ever been more than one tool that could be used in a communication campaign.

I think marketers and communicators probably saw it as a shiney new toy to be used when it first gained popularity, just the same as the college students and 35+ers Charlene Li is talking about.

Do you find your use of Facebook has changed since joining? I know my use has changed as I learned its features and uses; and developed certain gripes about the system. I still use Facebook on an almost daily basis though.