3. FaceFirst: How Facebook Fits into Your Business and Other Marketing Efforts

Facebook is part of social media, and there are a lot of conflicting voices in social media. Some social media gurus suggest that social media will turn your business inside out and change everything. This kind of talk gets attention but creates anxiety for business owners, CEOs, and CMOs. And these attention-grabbing pronouncements might not even be true. So let’s examine whether there’s substance to these social media theories and then evaluate which social media approaches are worth doing, which ones it could hurt us to neglect, and which ones are risky to even attempt.

Later in the chapter, we look at how Facebook can best fit in with your other marketing and ...

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