Here’s a column I wrote on FastCompany recently about brand building in the social world. I presented this POV at the Advertising Research Foundation, during our December Social Media Council meeting in NYC. While many believe in the power of Facebook fans as a social brand relationship currency, I’ve decided to challenge the notion that “fanhood” isn’t granted and is far less ubiquitous an engagement vehicle as we think.

If you prefer to read it on FastCompany, here’s the link:

http://www.fastcompany.com/blog/nathaniel-perez/marketing-strategy-and-analysis/no-i-don-t-want-be-friends-my-butter-brand-rela