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Playboy just had a really good article on that stuff. Social advertising and graphing people. Check it out, you should beable to find it somewhere online. It's called The New Ad Age.
i havent had anything bad come out of it yet... knock on wood. but drama is not actually a bad thing like commentating on peoples fights on there is truly one of my favorite pastimes.
Facebook was only good when all that was there was wall posts and pictures and event pages. But now with junior high and high schoolers joining, fan pages, groups, apps, etc.. it's just a clusterfuck of nonsense.