What do you do with your branded Facebook page after your campaign ends? You might close it, but then what happens to all those fans, to your beloved community of brand enthusiasts, especially after you have put so many hours of effort into building it? Audience is value, and if you can build one or better engage one that you already have, you will own the greatest asset of all. This was one of the main topics during the panel “Own your media. Or media will own you.”
If you decide to own your media, i.e. a Facebook page, it is crucial to have an agency partner that understands your brand well and also knows how it connects to audiences. This partnership is a very close one. As Cristina Monteiro of PepsiCo Brasil puts it, “Companies should marry their agencies” – not only because of the additional arms and legs, but mainly for the additional brain capacity that helps brand managers anticipate things to come.
[youtube width=”550″ height=”344″]http://www.youtube.com/watch?v=a1q8Di8TeXY[/youtube]