Cluetrain in flower?
Didn't the cluetrain manifesto promote/predict something like this about a decade ago?
Well, they predicted something like this, including the clueless management response.
The real problem is that faecebook (et al.) encourages trivial exchanges rather than ones which might be indirectly useful to the business/market. Inserting ads is no answer, because despite all the hyperbole, it doesn't benefit the users (or their managers) at all.
I dare say that what cluetrain really builds upon is the idea that the company and its market both benefit from a free exchange between workers and customers. All very well, but if all those people are doing is 'pretending' to be vampires and werewolves, it's hard to see faecebook as other than a procrastination enhancer.
What's missing is a way to be on a social networking site 'in the role of' worker or customer. Yeah, you can be a 'fan' or a 'friend' but how useful is that?
The faecebook forums (scattered all over the place) which might be a place for useful exchange of knowledge, information, ideas, feedback etc. tend to get bogged down with endless discussions between christians and atheists, regardless of the actual topic of the forum.
Then there are more sober sites like LinkedIn, whose slogan might as well be "Making Social Networking Boring". Nobody 'hangs out' on LinkedIn because there's nothing useful to do there.
I guess we just have to wait for the next iteration of social networking sites. Faecebook does a lot of things right, and a lot of things wrong. I'm confident that something useful will evolve in social networking, but banking on 'the best of what is on offer today' seems to be foolish.
A better policy would be for enlightened management to encourage controlled experiment with these sites, perhaps even make their own app. If workers realise that management are also watching the timestamps on their newsfeeds, they may behave themselves.