Simon Mansell is the CEO of TBG Digital, one of the largest advertisers on Facebook. His company buys media space for millions of dollars for dozens of clients. That is why he has a very good understanding of how advertising on this social network works, and what is important to its success.
According to Mansell, firms are doing the same mistake over and over again: They focus on winning new fans, i.e., Facebook users who click the "I like it" button. Companies within sectors then compare with each other according to who has more followers, "likes" or fans. These figures, however, are according to Mansell just partial objectives, which should be part of a larger and more significant campaign goal, such as an increase in revenues.
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