On one hand, this tactic makes perfect sense. Sites like Twitter, SlideShare, and YouTube have long been available as Facebook tabs. The more integrated your online presence is, the more effective it is.
What’s more, now is the time to do this—to be among the first pages to offer this feature. A big brand like Lowe’s might even consider approaching Pinterest about a strategic partnership.
Finally, it shouldn’t matter to a brand if its fans flock to Facebook or Twitter. A good strategy focuses less on the “where” and more on the “what.”
On the other hand, Facebook’s new timeline—which Lowe’s has not yet adopted—makes tabs far less relevant. A 32% spike in followers is huge, but I wonder how much Lowe’s has thought this through for the long-term.
Addendum (3/22/2012): Success!