Because Facebook has an unquestionably massive reach, it presents a tempting marketing proposition for most brands. But those that seek to drive customer engagement through this channel face significant challenges. Facebook is still a relatively new player on the media front, and new consumer behaviors are always evolving right alongside the latest functionalities and modifications continually implemented by this social networking juggernaut.
During a session titled, “Facebook Sucks, Facebook Rocks: Debating the World’s Largest....