Marketers should launch Facebook groups with specific goals or messages instead of bland branded fan pages, writes Richard Millington. The most successful user-started groups are those that try to find a huge number of people who agree with a single clear message, Millington notes -- and there's no reason marketers can't use the same strategy. "You make an offer, people join if they like an offer," he suggests. "In doing so, you get permission to speak to them and can work on forging a community."

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