I came across this website today, with not one of the Addthis.com bookmark buttons on the homepage, but four. I feel this highlights what I believe to be a noteworthy problem online and that’s the lack of understanding or appreciation for what ‘social media’ is really all about.

In this instance I have to question:

• Is anyone thinking about the user or customer?

• Does the target demographic even use bookmarking?

• Will these buttons confuse their users?

• Do they even know what they are?

• Are these buttons getting in way of call to actions and therefore lowering conversion rates?

• Is Digg entirely relevant?

• And what about Reddit?

In short, one size doesn’t fit all.