Marketing the Web 2.0-way is not just about capturing eyes and ears; it is about capturing and sustaining the hearts and minds of your most passionate customers. Most companies build Facebook fan pages and think they’re done; they leave them to gather dust and attract irrelevant comments from online attention seekers. But brands that use social networks like Facebook well, have an opportunity to leverage the relationships with the truly passionate fans who take the time and energy to visit the brand fan page and invite a brand back into their own social network. This presentation discusses lessons learned in the real world, including how to encourage deep interactions with your fans and innovative ways of incorporating Facebook into your integrated marketing strategy. It will show the variety of practical tactics and actionable tips that can help improve your Facebook marketing efforts.