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The Nuyorican Poets Cafe, a small performance venue in New York, needed a better way than print to advertise its shows. Daniel Gallant, the cafe’s executive director, said he was spending too much money on print without verifiable results, and he couldn’t make last-minute changes.
Facebook, even before it catered to small and midsize businesses (SMB), solved his problem. He began using Facebook organically before his business could even buy ads. Now, the tools are so comprehensive that it’s “far and away the most effective and powerful means of connecting content with spectators that will benefit from it,” Gallant said.