I’m not really a luddite, but when it comes to Facebook or MySpace or Bebo, I am the last to jump on the bandwagon. Don’t get me wrong—I have a deep understanding of PR value for certain clients of Facebook and I get that lots of media find it compelling…but I simply wasn’t au fait.

Until a couple of weeks ago.

Here’s what I’ve learned:

1. It’s easy to waste a lot of time on Facebook!
With available widgets multiplying like wabbits, silly and otherwise, my Facebook is like my dollhouse at age 6. It was plain at first, but with each new furniture addition or some snappy decoration, it was suddenly fun.

2. Facebook has purposely convoluted UI!
Facebook is not exactly difficult to use but it’s sure built for people who already know how to use it. It gives you lots of different ways to write stuff on your own page or someone else’s, but when you sign up it explains nothing and assumes everything. It wants users to feel like they’re part of a club, and that is the mystique. Uh-huh.

3. Evolution of Generation It’s All About Me is complete!
Some people on Facebook update their status every hour like we did the stock tickers eight years ago; and include hundreds of photos of themselves. It is a venue for self-important self-celebration.

4. They’re called social networks, yet…!
I haven’t found any facility for real communication with anyone—friend or “phriend”—in Facebook (posting notes that are read by people who have nothing better to do than gawk at Facebook all day does not count). Which now spurs me to wonder: is “social network” a misnomer? Go ahead…write on my wall and tell me I’m stupid and missing something obvious. I dare you.

5. Those popular kids are STILL annoying!
A Facebook profile is a challenge to prove you are cool, worthy of pals who send electronic Devil Dogs and attest to the fact you are so fantastic. Just like Heathers in high school—ones for whom none of us were ever “in” enough—Facebook creates something that says, yes everyone else, not you. The cool is just out of reach.

What about the business value of Facebook? There is where PR steps in mightily. In our quest to deliver on-message knowledge to the right folk via the correct vehicles, Facebook is the bomb. It’s not as straightforward as we old timers think. And it is suitable only for certain types of messages. But if you have some heavy on personality and light on product and marketing, go for it.

And about all those widgets: If you have an online tool or service, you got to have a Facebook widget. But with more than 7,000 available at this count, yours has to stand out. Want the secret to how? I figured it out. Write to me at erin@RLMpr.com.

Erin Mitchell’s Facebook page is still missing a photo, but not being one of the Heathers, she’s inclined to accept friend requests.