For Interactive Marketing Professionals

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	August 25, 2008 Facebook's Engagement Ads Require A Social Approach by Jeremiah K. Owyang with Christine Spivey Overby, Emily Bowen	Average: 4  (1 rating)

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Executive Summary

This week, Facebook is trialing a new product called "Engagement Advertisements." To combat dismal click-through rates of traditional advertisements, these interactive ads emulate widgets and encourage users to share with their friends and increase brand interaction. Traditional Internet advertising tactics won't apply; brands will only succeed with these new products if they create content that puts community first, integrate with other tools, and change how they measure success.

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