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Facebook has created an incredible opportunity for brands to engage with their customers and actively participate in a conversation with them. With the launch of Social plugins, brands are now able to deliver targeted messages right into the News Feeds of fans that have made their affiliations known. The act of hand-raising is a prized priviledge for a brand to get to better know its customer base, but it's a privilege that can be lost. In this talk, the audience will learn about the challenges that brands face when it comes to engaging with fans and how to make sure that loyal fans do not block you out, thereby closing off a vital communication channel.