The End of the Facebook 'Fan' As We Know It

When the concept of a social media "fan" emerged a few years ago, it held out the promise of enabling meaningful, one-to-one conversations between brands and consumers at unprecedented scale. But that promise has yet to be delivered. Think about it: do you know whether your fans are moms, or sports enthusiasts or country-music aficionados? Do you know which ones are "superfans" and consistently engage with your programs, and systematically use that information to increase word-of-mouth?

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