Why Your Fans Are Meaningless Outside Of Facebook

Unless you can link a fan with real-world purchase data, that connection is meaningless outside of Facebook.
You need an email address, cookie, or link to tie that user to a name in your customer database.
Facebook can serve as a loyalty program for your existing customers — regardless of whether they’d become fans — and to drive awareness among friends of fans, by leveraging social actions. That hits the very top and very bottom of the marketing funnel, but leaves the middle empty.

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