It's this supply-side marketing mentality. "Oh look, a social media platform! Let's think about how to use this to push our business at consumers."

Businesses look at facebook and ask, "How can we use this to market more to our customers?" And the answer is to make a facebook page and get bunches of followers and make posts and blah blah blah.

Seems like none of them think to ask "what do our customers want to do on facebook and how can we add value to that experience?"