Brands are no longer chasing Facebook "likes" with the enthusiasm they once did, experts say. Instead, "shares" have become the social network's chief currency for marketers, with brands such as JetBlue, Boylan Bottling Co. and Seamless now focusing campaigns on increasing sharing rather than on winning "like" clicks. "We've done some advertising to get Facebook likes," said Kristin Krumpe, chief marketing officer at Boylan. "But we have found that Facebook is a better place to percolate a frenzy around our brand."

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