It never ceases to amaze me that lack of insight companies put into their “social media strategy”. Why do companies think that just putting up something on the Internet means they are going to generate business as if the World owes them a favour.

The fact is putting up a Facebook page or creating a Twitter account for your company doesn’t mean you’ve gone all Web 2.0. The “social” part of social media means engaging and interacting with people - this isn’t simply a broadcast medium.

The media have been ever ready to attack anything Internet related as either the root of all evil or a fad that will disappear after a short period of time.

Social media websites, being the “new” thing have been repeatedly attacked as a bubble ready to burst - a claim I’ve always thought was way off the mark. My opinion was that users were becoming more mature and using websites in a different way with just some flaky users just stopping use.

Well Facebook have announced their first 100 million users (although how many inactive accounts is a mystery) and Hitwise is showing Facebook traffic is up 50% year on year. Now these are hardly figures showing a bubble bursting are they?

People like to socialise and it’s only natural they’re going to extend this online if the tools are available.

The outcry at Facebook “imposing” its new design on usershas surprised me. After all I thought people using the system might be pleased to see improvements. It would seem however that the usual fear of change you see in the general populous is pretty virulent in the Facebook community too. There are Facebook groups against the new layout and even online petitions.

Lets assume this is just a visual redesign - I’d still take Facebook’s side it’s their website to do as they wish. Why should they keep the overhead of running two designs that can mean maintenance and upgrades are more difficult?

But deep down the new layout isn’t just about visual appeal (although I much prefer the cleaner look) it’s all about usability and they’ve done a good job. Everything is still easy to be found but the tabbed interface stops everything growing out of control.

Applications and application spam for me and many others has been the bane of Facebook but they’ve handled it well. I can block applications permanently and even all application requests from certain people who I know are a bit free and easy will adding anything and everything to their profile (and sending it to all their friends at the same time) - you know who you are!

Now the new interface means the applications are moved to a separate tab so I no longer need to go onto friends pages and wait for the hundreds of applications to load or scroll for approximately 900 miles down the page to find their wall!

So what are the downsides of the new design? Oh yeah you might have to spend 5 minutes looking around to find where everything is. Five minutes is an exaggeration to be honest as everything is in a very logical position.

If these people got their way we’d still be living in caves.

So the Wispa is going back into production thanks to campaigns on various social media sites such as Facebook and MySpace.

The really big question for me is how did Cadbury’s come to the conclusion to discontinue the Wispa in the first place? Everyone I know loves them!