Uni-ball’s campaign to give away 10,000 pens a day via Facebook launched a round of criticism of companies that concentrated efforts on Facebook to the detriment of their own websites. eConsultancy’s Patricio Robles wrote a post that listed five reasons companies should stay focused on their own sites. At Marketing Pilgrim, Jordan McCollum offered her own objections. And though he generally praised the campaign, Steve Rubel had problems with the way many organizations have employed Facebook pages.

Jennifer Cohen, co-founder and president of Something Creative LLC, worked on the Facebook component of the Uni-ball campaign and, in this FIR interview, explains why the social network was chosen, how the Uni-ball website was factored into the equation, and the kinds of results the campaign produced. During the course of the interview, Cohen answers each of the criticisms leveled by Robles, McCollum and Rubel.

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About our Conversation Partner

Jennifer Cohen is president of Something Creative LLC, a marketing boutique focusing on digital strategies through online initiatives and social media. Jennifer has worked on many large company brands to initiate an online presence and to emphasize the integration of on and offline marketing as one synergistic marketing effort.

Follow Jennifer on Twitter: @jenz036 or visit her LinkedIn profile.

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