The Humane Society of the U.S. reached 1 million Facebook "likes" last month, thanks to a new, more serious-minded Facebook strategy. The nonprofit had previously taken an offbeat, campy approach to Facebook updates, but found it got a better response by striking a more straightforward, advocacy-focused tone. "We have spent a lot of time analyzing what our fans respond to best," says new-media chief Carie Lewis.
How the Humane Society got 1 million "likes"
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