the prospect of capturing a share of 770 billion page visits, half of which come from users aged 18 to 34, is understandably irresistible to many marketers (burbary,2011). however, it remains unknown whether the dollars advertisers invest in facebook are well spent. while much is written about pages that garner a lot of like and fans, the extant literature is mostly silent ergading facebook's effectiveness as an advertising medium and the strategic challenges of managing the complex markater-facebook user relationship. as such, there are very few practical implications for marketers interested in connecting with current and potential customers and building via facebook.