Success Factors for Brands on Facebook

Last week on Facebook, amid the cacophony of status updates, many men received a cheeky invitation — “Turn up your man smell” — from a hopeful new friend: Old Spice. The Procter & Gamble brand was running an ad on the social networking site hoping to increase its 55,000-strong Facebook fan base. By today, Old Spice boasted nearly 175,000.

Brands are finding themselves in a position similar to that of the new kids at summer camp: they’re anxiously looking for friends.

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