Expedia, Excedrin and J.C. Penney are among the major marketers using sweepstakes, contests and free offers to generate "likes" on Facebook. Users must "like" a brand page to enter the contest or receive free products. However, marketers also must "connect" in other ways with such brand page participants, who otherwise might just be interested in getting a freebie, according to Harry Gold, CEO of Overdrive Interactive.

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