Published in Harvard Business Review, this article did some actual research into the effectiveness of Facebook as a marketing tool.
I like that the authors were cautious about saying that causal relationship has been established and that Facebook is a tool in the arsenal and not the panacea for marketing.
However, I am pessimistic that marketers will heed the warning and everyone will jump on the bandwagon, and essential cause a huge fatiguing effect (analogous to “banner blindness” with web advertising).
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Tags: advertising, Facebook, harvard, harvard business review, hbr, marketing
