How To Deftly Manage User Content on Facebook

More than five million people “like” Coca-Cola on Facebook, and Skittles isn’t far behind with nearly 4.5 million Facebook fans. These brands have acquired and retained millions of fans because they engage with their followers in dynamic two-way conversations rather than pushing out bland, overly commercial content. But how can brands with this many followers possibly manage the avalanche of user-generated posts coming through on Facebook every day? And even if your brand isn’t a juggernaut on Facebook and you’re managing user-generated content from, say, 50,000 fans at fictional “XYZ Burger Co.

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