• by Joe Mandese  @mp_joemandese, March 19, 2012

Robert Passikoff, founder and president of Brand Keys opened OMMA Global in San Francisco with some compelling data, but also a pretty compelling anecdote.

Passikoff cited a recent example of a big corporate marketer who boasted that his/her company/brand has “350 million friends” on Facebook.

Passikoff’s response: “And?” As in, and so what?

It’s an anecdote I’m starting to hear over and over again at industry conferences. In fact, I heard some similar ones at the ANA’s recent TV and Everything Video conference in New York.

But Passikoff says it’s not about being friended or liked, so much as what you do with it.

“It isn’t really a question anymore about whether you should be on Facebook. The question is really what are you going to do when you’re on Facebook? And that’s going to vary by category to category.”