Banner Blindness; test subjects that "...either consciously or unconsciously ignored information that was presented in banners". Could this happen to Facebook; as a majority of updates are originating from commercial groups - rather than "friends"?
In the beginning; Facebook was about individuals sharing worthy (and at times mundane) information about themselves. Brands began to realize the value; the social aspect of Facebook. And some manage their social communications extremely well. Others simply have a Facebook presence because they believe they must be there. Not a worthy nor a successful Social Media Marketing strategy.
Side note: if you have a branded Facebook page and yet you "do not" allow people to write on your "wall", is it indeed social?
On my own Facebook page; dozens of news agencies and corporate brands present daily updates; while my friends communiques are buried in-between. At some point; will the people, the real faces of Facebook, drift away due to over-commercialization?
Brands should become aware of this; and present their updates when they have socially relevant information to share. Where they eagerly wish for their "faces" to come and respond and be social within their company Facebook page. The strategy should inspire responses; evoke shared experiences (including photos); and clearly not over-communicate. The branded sites that create a socially welcome environment will deliver on the ROI promise. We would like to see individuals vote on this with their "like" and "dislike"; which would send a clear message to the best and worst sites.
We'd like to know what you think of the current state of Facebook and how brands can enhance the experience - not cause its downfall.