“In many ways, social networking sites are more of a public relations tool than a marketing tool.”

I think this may actually be the most true statement in the entire article. Yes, you can optimize your social networks in order to maximize your ROI. Yes, you can use social networking to try and accelerate the sales cycle. However, I think social networking and social book marking do a far better job at putting a “face” to a corporation and start to remove the common misconception that all corporations are just in it for the money and care nothing for the customer.

That, in my opinion, will go much farther in increasing customer loyalty and, in turn, repeat sales. It will help cut the “corporate giant” down to a more personable and interactive size.