Know-How Exchange : Social Media

To the contrary, why wouldn't Smart Balance have a social forum? For a B2C company, I'd want to have as much info on my customer experience from as many different avenues as possible. "How do people like/use/find my product?" are key information points for product improvement, new marketing opportunities, and as stated above, expanding the brand or product line. Businesses should be using social media to allow consumers to talk about their product and company experiences; Word of Mouth is the number one referrer of products. You can't BUY this kind of promotion or advertising.
What Smart Balance isn't doing a great job of is positioning their forum in other touchpoints, or giving anything tangible for joining (Free tshirt, incentive to try a free product, free cow stress ball, whatever). Coupons, freebies, and giveaways should be given to EVERYONE as a reward for joining their community (I was told there weren't any coupons available!), and incentives emailed monthly to keep them coming back. Invitations to take surveys. Maybe create a point system, like this site has, to keep Link with Twitter to do Tweetups where exclusive offers for community members are given. In short, INTEGRATE this forum with other social media and traditional advertising and marketing channels for maximum benefit, and data mine the heck out of it.