In early days of the web, the website created a browser-fueled gold rush. This worked until organizations realized that maintaining a website that provided real value was a lot more difficult, especially when it required launching something quickly. Social marketing is now playing the exact same tune, albeit on a different note. Launching something on Facebook, Twitter or Pintrest is easy, but building an engaged and meaningful following isn’t. The exact same will happen in the rush to going mobile. Facebook attempts to scale mobile will hence keep falling flat until they understand the essence of mobility - network, convenience, social on the go on different screen sizes and platforms. Taking a “channel” approach vs. a behavioral approach will therefore never work.