The recent stories of Skittles using Twitter, and now suddenly Facebook, for their online presence makes me wonder if the marketing team at Skittles knows what they're doing. Besides getting some free press, is this anyway to manage a major brand?
There seems to be an assumption that using "social media" is a must regardless of the business you're in. Typical buzzword bandwagonism.
There was an article in the NYT a month or two back about Proctor & Gamble trying to build up a Facebook presence. I don't know how many other companies are doing this but I really don't see much use for a Skittles page. Wouldn't this be targeted at children? How many children actually have Facebook accounts? I'm assuming not too many. But I'm open to arguments in favor of this being a brilliant marketing scheme.