Facebook can be an effective marketing tool, but some companies are placing too much emphasis on it and are ignoring other outlets as well as the need for integrated marketing communications. Companies should start paying attention to  the bigger picture of their marketing efforts.

Facebook is important but it’s only one website, one part of a larger marketing channel known as social media. It’s crucial to remember this fact and put things in perspective. Reaching consumers across a variety of platforms is critical. Facebook has its benefits from a marketing standpoint, but placing too many eggs in this basket is a problem—particularly when the basket is clouded with an overwhelming amount of competitive noise from so many users.

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The Facebook Problem: Why We Need To Re-Think Facebook Marketing