Brands need to get their marketing teams and their community-management teams working more closely in order to maximize returns from their investments in Facebook, writes Jared Belsky. Social ads are an essential part of winning attention on Facebook, but paid media won't keep fans' attention once they arrive on your brand page, Belsky explains. "Approaching Facebook solely as a vehicle for driving more fans, with no strategy for keeping them engaged, is not a roadmap for success," he writes.

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