John Eaton, a contractor with the Mondelez Engagement Lab, said Facebook is a "way for brands to manage their customer relationships." In promoting brands including Oreo, Nilla Wafters and Wheat Thins, his strategy is to create content that resonates with consumers and sparks engagement. "It’s finding what really resonates with the audience. The days of 'I’ve got the big creative idea and I’m gonna take six months to develop it and then we're going to put out this beautiful TV commercial,' are not really what’s in the future for social," he said.

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