This study will analyze the potential business benefits of Facebook, specifically data
collection, mass collaboration, relationship management, brand management, networking, and global accessibility, to provide marketers a set of features and guidelines to measure their effective use of the platform as a standalone marketing communication platform. Additionally, in today’s over-mediated society, creative and integrated marketing solutions across multiple media are needed to allow brand and advertising messages to be seen and interpreted numerous times by consumers. As such, this study will also analyze Facebook as an element in cross-mediaadvertising strategies, specifically the extent of integration and potential benefit of cross-media advertising between print magazine ads and Facebook pages. ( Kelley .A)