Are brands becoming over-reliant on Facebook for social marketing?

Several marketing executives gave their views on brands' relying too much on Facebook. Linda Grant, managing director, Metro, said that Facebook's a great way to engage people in dialogue. It allows brands to connect with their audience directly and lets customers have their views heard and acted on. Chris Cull, communications director, TUI UK & Ireland, also said that they look on Facebook as one horse in a race of many. Their strategy is to back more than one horse, because they believe no brand should focus on any one option. That's true of all media, and certainly true of social media. Robin Grant, managing director, We Are Social, added that while no consumer-facing brand can afford to ignore Facebook, it's just a part of the social-media universe.