When Facebook changed its look and feel from tabs to the new “timeline” look, landing pages for companies no longer worked they way they were designed. See this article for more detail.
Before the change, companies could design a crafty landing page and all users went to that first. Now – that is gone.
Of course, social media is designed to promote active interaction between people. Now Coca Cola has to write something meaningful and fresh every day to be recognized as a contributor. No longer can a brand hire a consulting firm to design a flashy landing page one time and be done with it. Somebody has to keep things updated constantly.
That means work.
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