Unsurprisingly, they start by profiling successes with Facebook:
Why Facebook? After all, social media is highly fickle; there is some reason to think that as soon as a site becomes an effective platform for corporate promotion, its irrelevance is imminent. That could still happen to Facebook, and in the last several months Twitter has gained a lot of momentum and millions of users. (We’ll unveil the Twitter 12 later this week.) For now, however, Facebook still offers several advantages over its rivals: size, return usage, and the depth and variety of what companies can do.
That's how we feel about it too. Moreover, Facebook's adaptability means that you don't need to be a megalith to make it work. Companies of all size are using it to engage their customers and grow.