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The problem is success doesn't necessarily translate to 1,000 fans, followers or likes. And, unfortunately, not all companies have a clear idea of what they're trying to accomplish or how they should approach their goals.
"I have heard countless times, 'We got on Facebook because we know we need to be there.' Or 'because our competitors are doing it,'" noted John Foley, Jr., founder of Grow Socially, and CEO of parent company interlinkONE, Wilmington, Mass. He believes simply launching a Facebook page is comparable to having a website that is "brochure ware"—neither can be used as a standalone to boost marketing efforts.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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