How to integrate paid, earned and owned media on Facebook

08/10/2011 | Advertising Age (tiered subscription model)

Brands need to blend paid ads and engagement-focused social activities to wring the most value from their Facebook marketing campaigns, Hussein Fazal writes. The end goal should be a cycle in which users are drawn in with paid promotions, engaged in social conversations, then redirected to external pages and promotions that return value to the brand, Fazal writes.

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