So many companies are focusing attention on Facebook. Why? Because they feel that all consumers are flocking to FB.

The problem: FB is truly social media. It is filled with consumers sharing past experiences, old photos, connecting with old friends, youtube videos of favorite rock bands, posting links of great blogs, and generally connecting with friends, family and long lost friends.

It is social. It is not business.

Here’s the litmus test. Would you want to see the current pictures of an old boy friend who has recently connected with you, or would you like to hear a sales pitch wrapped-in-the-guise-of-a-conversation about a new product from a brand.

Yep, I thought so. Me too. Bring on the pictures.

So, when companies tell Channel Signal that they are concentrating on Facebook, they ignore a basic fact. They are a small part of the conversation and they will remain a small part of that conversation. The FB core value is…give people the tools to connect with one another. The core value is not…give businesses access to consumers so they can sell more stuff.

That’s why Facebook has floors of lawyers that do nothing but protect the idea of consumers being”password protected.”

And yes, companies are trying to negotiate with Facebook to gain access to the consumers on the platform. It won’t happen. It can’t happen. FB would lose its core value and its competitive advantage.

So, companies need to engage by presenting grass roots events and programs to consumers. Activities that people can do together. That motivate. That create communities. Where people can meet new people. Where good things happen within communities.

Brands are heavy footed. Sorry, brands, but it is true. You don’t communicate with the same free flowing manner of people who are happy to engage with friends, family and about community events. They don’t worry about making a misstep. You do.

And it will always be that way.

Brands should use FB to provide momentum for community building and grass roots movements. And they should use Twitter for the immediate information that needs to get out. And the blogs for thoughtful presentations.

And the selling…save that for the sales reps, retail salespeople, the online retail sites…and the places where people expect to be sold.

And a brand saying that they have 30,000 FB friends? Please. The vast majority are just folks riding through the neighborhood looking for yard sales.