Four out of five consumers would rather communicate with a brand via Facebook than via Twitter, LinkedIn or other social platforms, according to an Edison Research and Arbitron report. That preference, combined with Facebook's huge reach, is a reminder of the network's potency as a marketing and customer-relations tool, writes Alison Savery. "As a marketer, you can be assured that you'll reach a large and receptive audience through Facebook," Savery writes.

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