Why Read This
After years of aimlessly chasing fans, it's time marketers start driving real business results from Facebook. This requires building a Facebook page that has a clear focus and offers value to customers, leveraging the entire Facebook tool kit and integrating Facebook into a broader marketing strategy. To accomplish this, interactive marketers must be both an "oracle" who teaches their organization about Facebook and a "gatekeeper" who manages access to the platform. As marketers mature with the social network and Facebook increases its commitment to brands, together they will revolutionize the advertising industry. This report is an update to the report of the same name originally published on November 28, 2011.