Adam Sarner, an analyst with market research firm Gartner, hit the nail on the head in this article by CNET's Caroline McCarthy. One of FM's guiding principals has always been, "to connect superior conversational media sites, brand marketers and influential audiences in an ongoing conversation that feeds everyone involved." All FM campaigns are created with an eye toward providing value to the consumer as well as the marketer.

From CNET's The Social:

Adam Sarner, an analyst with market research firm Gartner, has projected that over 75 percent of Fortune 1000 companies with Web sites will have undertaken some kind of online social-networking initiative for marketing or customer relations purposes. But, he added in an interview with CNET News, 50 percent of those campaigns will be classified as failures...

"(Businesses) will rush to the community and try to connect, but essentially they won't have a mutual purpose, and they'll fail," Sarner said. By a "mutual purpose," he means a way to serve both the company putting out the campaign and the audience interacting with it: finding that balance is not easy.