Scaling strategies

One of the things that upset me when reading articles written by "social media experts" is how they look to established platforms, like Facebook, and derive strategic conclusions that only work for powerhouses like Facebook. Rarely will I find authors who take into account the size of a company.

A small web development studio creating simple scripts can be seen as an independent startup trying to provide frontend tools to the public. A large web development company, like Facebook, developing the Javascript behind the "Like" feature? They're not creating tools; they're creating a search engine.

With the successful proliferation of Facebook's "Like" feature on tens of thousands of websites, I'd say they now have a very rudimentary search engine which is driven by user promotion rather than (Google's) keyword ranking. Regardless, Google has some insanely smart people on their team. I'm waiting to see whether Google retaliates.