This is what's important- facilitating connections between customers, and let them build bridges between one another. Sure they'll join, take a look, but they won't come back. The stats might look nice: they'll still show as "friends" or fans"- because most people can't be bothered to stop following, unsubscribe or "unfriend you". The reality is they don't really want to connect with a company. They will want to connect with an individual inside a company- if that individual finds a way to add value to that connection.

Arguably, the greatest value will be to facilitate, to get customer to customer, fan to fan interaction.

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