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Not all fans are equal and, indeed, not all brands must turn to Facebook to drive their business. No matter the brand, however, the question of the return on investment and the value of a fan are central to any decision to participate and invest in a social media strategy.
Facebook: The Power of "Like" Marketing! A great feature of Facebook is that the messages you send have the potential to spread not just to fans but to friends of fans—known as the “multiplier effect.” Not only does this “multiplier effect” have the ability to spread marketing impressions, it also acts as a validation from a friend.