Working with large global consumer brands on Facebook I am reminded daily that success on social is all about community, not about clicks. This is particularly true when it comes to a successful advertising strategy on social.

Here’s an excerpt:

Every single fan has the potential of helping a brand create authentic content, and Facebook’s engagement-driven advertising products are designed to amplify great content. It’s that powerful triumvirate of owned media (the page) encouraging the content to be created; to earned media (the fans responding, sharing, participating); to paid media (the brand amplifying those conversations and interactions to a wider audience). Without the first two, the third is just a one-to-many, reach-oriented broadcast message. And it will resonate less authentically on social platforms.

 Article written and placed for ClickZ: “Advertising on Facebook Is About Community, Not Clicks.”