Nick O’Neill highlights a recent bug in Facebook’s system- application “invites” were accidentally deleted.

Brands often focus on the marketing risks inherent in social networking sites- there’s some level of danger in letting your content use. It’s as important to be aware of technical risks- you can’t ensure your site will operate on a shaky platform.

However, like advertising, these risks require new evaluations of how a user will view your brand. Do they see your brand as responsible for UGC (user generated content)? No.

Will they see you as responsible for application failures?  In our experience, probably. But it’s a risk with enough rewards- real growth- that it’s one worth taking.