Since you're visiting this site, that means one of the next 3 sites you'll visit will be Facebook. Sounds incredible, doesn't it? That one site can have so much power and attention? From Experian's Hitwise:
Content consumption on the social network has grown substantially where nearly 1 in 4 page views in the U.S. took place on Facebook.com for the week ending November 13, 2010. The site's market share of page views was 24.27% last week, 3.8x the volume of the 2nd ranked website YouTube with 6.93%.
The new world is social. Creating a social experience for brands is the best way to increase engagement and stay relevant in today's hyper-responsive world. Social media is the first type of media to actually talk back, and the world is listening. The social graph (and Facebook's nauseating numbers) demand a personal, genuine relationship from brands who understand what their consumers are saying.
Now go check your profile.