Procter & Gamble is encouraging all its brands to develop a presence on Facebook, despite previously blasting social marketing as ephemeral and arrogant. The company's digital-marketing manager called out social marketers in late 2008 for trying to "monetize the real estate in which somebody is breaking up with their girlfriend." Now, though, the company says it is committed to connecting with consumers. "We don't have social media figured out, but we are encouraging our brands to include digital and social media into their holistic brand-building strategies," said a spokeswoman.

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