[Food for thought] Facebook isn’t free

Facebook isn’t free. As in the real world, if you build it, they will not come. It takes a concerted effort, typically involving advertising, to grow a base of fans on Facebook. This, of course, has a cost (time and money). For some brands, it may be worthwhile to consider how much time and money should be spent driving fans to a property that is owned and controlled by a third party.

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