Don't get me wrong, Scotia Bank is important to me. I have much business and money tied up with them and the people I deal with are fantastic. Truth be told I'd rather be FB friends with the staff there than Scotia Bank.
What happened is it 2013 or 2008?
Communities for me are my marketing peeps, clients and colleagues. Communities are the mountain bike companies and groups I follow and interact with complete with banter, photos and inspiration. Communities are parent groups and my kids' soccer club. Communities in short are about passion areas. I thought brands and businesses were getting this and Marketing Directors were moving away from the "No matter what business we are in, we need to have a community" mentality. See the related Brand Camp below.
Consider this. The average number of friends on Facebook today per user is around 250. Add in the number of companies and brands people like (I have searched high and low for the average number but not located yet) AND well all of a sudden there are lots of Facebook updates...perhaps too much. FB advertising is going to be increased as FB needs to monetize more. Friends and brand preferences change and so hiding updates and culling are actions that I think we are going see more of. The net net - there is going to be a growing battle for people's attention in FB. Both people and brands need to add value and be more interesting on FB. And sorry Scotia Bank you aren't making it.