We are so often told that selling to existing customers is far easier than gaining new ones, so, when seen as a cross-selling exercise, maybe Facebook marketing is more worthwhile than Mark Ritson (MW 13 October) gives credit for.
I would suggest that a Facebook brand page could have a highly positive impact on existing loyal customers, further increasing the sense of brand loyalty.
Brand loyalty is not an immovable, concrete love for a company or product and any communication channel that seeks to make existing customers more loyal to the brand may indeed be a highly valuable marketing method.
While I agree that the bulk of marketing budgets should not be spent on social media at the expense of other communications channels, it is clear that Facebook is a growing force within our society and one that should certainly not be ignored.
Ed Mills, marketing manager