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The Like Economy: How Businesses Make Money with Facebook, Second Edition by Brian Carter

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12. FaceMessage: Achieving Other Corporate Goals on Facebook

I’m an impatient guy. I constantly want to know if I’m on the right track. That’s why I like to see results from what I do. I think I was drawn to direct marketing for the same reason I love doing stand-up and improv comedy for audiences: The feedback is instantaneous. Throughout my marketing career, I’ve been drawn more to marketing where the performance is measurable, and I regularly innovate situations to improve measurability. So it’s no wonder my specialty is Internet marketing, where metrics abound. I love being able to quantify persuasion and influence tactics. Best of all is matching the perfect metric to guide a specific client to their particular goal. That’s a major theme ...

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