Small businesses can get the most out of word-of-mouth marketing on Facebook by consistently filling their pages with quality content that feels relevant and natural, writes Felicity McCarthy, Facebook's head of small and medium business marketing in Europe, the Middle East and Africa. Consider your page posts conversations, and think about how to start discussions customers will want to participate in, she adds. "[A]sk questions, ask for opinions, and solicit input and feedback from your community of advocates," she writes.

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