Just as some musicians use their MySpace page more than their own websites, Skittles.com has ditched their traditional website in favour of links to the various social media sites. The 'Friends' link goes to their page on FaceBook, the 'Products' link to Wikipedia, 'Media' to YouTube and Flickr, and 'Chatter' to Twitter.
Rather than the company broadcasting 'top-down' sales messages, the customers are doing all the talking (and there is no control over what they may say). This is 'bottom-up' marketing taken to the extreme.
My message? Marketeers ignore the power of social media at their peril.
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