Organizations & Social Networking Sites

The internet can be a great outlet for organizations. As we have discussed in previous posts, organizations can utilize company blogs, make podcasts, vlog, and use message forms to listen to their consumers. Recently, I have noticed an emergence of organizations on social networking sites (i.e. Facebook, MySpace, and Twitter). However, I question how opportunisitic these sites are for organizations and if these sites are more beneficial for one organization over another.
First, I can understand why organizations use Twitter. The ability to constantly update a post gives an organization an ability to let consumers know what they are doing. However, I have a harder time understanding why organizations use Facebook and MySpace. These social networking sites were originally created for student use only. An individual could use these sites to stay connected with friends, make new ones, post pictures, and share information. The functions these social networking sites provide are the same functions organizations can utilize on their website. The only difference: organizations cannot actively try and create a following like they can on Facebook and MySpace...which brings me to the answer of my second question.
As I just mentioned, social networking sites appeal to organizations because they allow them to try and create a following. And, despite what I did just mention, I do believe that social networking sites can be more beneficial for some organizations over others. For example, the Lupus foundation has successfully utilized social networking sites to raise awareness and money. The NFL also allows teams to have Facebook sites and fans are able to visit their team page and recieve the information they want. But, these organizations have an advantage because they already have a large following! People want to be part of a charity on Facebook so they can donate and where there is football there will always be fans.
Therefore, my advice would be: if you have a large following already, then go ahead and use social networking sites. If not, create a following on other internet applications and then move to Facebook or MySpace. And, as I always say...no matter what the internet application, always tailor the site for the consumers and give them what they want.