Having a huge social media following is a good thing, writes Matthew Wurst, but it brings special challenges. To maintain engagement as they acquire thousands or tens of thousands of Facebook fans, marketers need to overcome the challenges that come with a global, inherently fragmented following. "The larger a community is, the more heterogeneous the make-up of its members. ... Serving up relevant, engaging content to each of these constituencies can be a challenge," Wurst writes.

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