By James Ledbetter
The views expressed are his own.

Last year on a drizzly Seattle morning I visited the corporate headquarters of Starbucks to talk about social media. At the time, Starbucks had about 2 million of what were then called “fans” on its Facebook page. That audience was both large and engaged enough, a company representative said, that Starbucks had recently been approached by another firm that wanted to advertise specifically on the Starbucks Facebook page. Starbucks declined the offer, but only after serious consideration. “We had to decide if we really wanted to be on that side of the publishing business,” the representative told me.