Simply building a branded Facebook page no longer is enough to win followers or generate buzz, writes Jim Belosic. Rather than simply trying to duplicate your existing Web page on Facebook's servers, aim to create legions of new "uber-fans" by using Facebook's social tools to foster meaningful engagement. "Interactive contests, commenting and sharing turns your Facebook presence into a vehicle to interact with users, gain loyalty, build your brand and increase awareness, but without these capabilities, a social media presence isn't social at all," Belosic writes.

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