How Facebook Can Ruin Your Brand's Friendships

IMEDIA CONNECTION — Brand marketers seem to be jumping on the Facebook bandwagon left and right. They know engagement through social networking is important to understanding consumers, so they're trying to do it. However, creating a branded community locked within Facebook or any other broad-reaching social network is probably not the best long-term strategy for communicating with consumers. Don't get me wrong, Facebook is not a bad marketing practice -- 300 million users is a big pond to fish in. Done properly and coupled with other social marketing tactics, it can enhance any big picture social media strategy. But let's be clear, Facebook is a tactic, not a strategy. Here are a few reasons why...