Brands have grown adept at farming Facebook "likes," writes Debra Aho Williamson. Now face a tough question: What next? Marketers are realizing that "likes" alone mean about as much as "hits" meant for early Web marketing, and they are developing new promotional tactics and community-building methods in a bid to turn "likes" into lasting loyalty, Williamson explains. "The good news for marketers is that a 'like' is a sign that someone has raised their hand and indicated a willingness to engage. What happens next is when the real marketing starts," Williamson writes.

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