A key split among luxury brands in the
L2/Buddy Media study was between those that allow users to post
to their page to encourage dialogue and those that don't. Company that allowed posts generally had a higher brand "IQ" according to the study's scoring system. Contests and sweepstakes have been a
popular way for marketers to try to gain new fans on Facebook. But the research actually showed this was one of the least effective ways to try to gain or engage fans. Posing questions to users and
posting product news drew the best response rates. So a straightforward approach on customer outreach via Facebook actually works better than a flashy promotion.
