Today, Facebook announced plans to give the world’s biggest internet search engines access to user profiles. And while the online community received cheers for opening its doors to .edu-less networkers just last year, the site’s latest invited guests are being greeted with a lot less enthusiasm. Perhaps because this promising new revenue stream seems like an about-face for loyal users who value Facebook’s exclusive, by-invitation-only brand. Founder and CEO Mark Zuckerberg might want to consider Brandweek’s advice on balancing brand identity with business opportunity instead.

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