Forget Social Media ... Build Social Core (andyswan.com)

The two major things I took away from this were:

This is about empowering your fans and your clients to be more effective at building your business on your behalf.

and

When a customer sees that their life will improve by getting someone else to use your product as well, you win.

Great advice. Suggesting the Facebook like button, for instance, should be used as a means to an end, and not an end, is spot on.