Brands tend to make three key mistakes when they start up a Facebook marketing program, writes Scott Meldrum. Setting up a page isn't enough: You also need to publicize its existence, actively seek to convert visitors into fans, and wrap your Facebook page into a broader public relations and content-management strategy, he notes. "Put the focus on the fans first and you'll wind up building a solid and effective marketing channel that you can leverage time and time again," Meldrum writes.

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