Marketing on Facebook has been the subject of recent debate, although no one would doubt that the Facebook platform provides a quick way to reach socially connected crowds. Even cash-strapped startups can quickly pump out apps and be part of the Facebook universe. But how much value does it add?

Marketing through Facebook or any social media site works if done strategically. To do it right, find out what is emotionally engaging about your brand and what motivates people to connect with and influence their social circles – and make sure you test, analyze, and optimize to prove it. Then put what works on social media sites like Facebook or any other, and watch the results come in (see the iLike example).  Social media sites are great marketing channels if given the right content, brand experience, and testing approach – this is what makes the medium work, not the medium itself.

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