"Communicate the value you offer to each and every one of your fans, define clear terms of use, determine a limit on the number of times they can participate in each engagement, make sure to send them emails with details about the values they have accumulated, such as the number of points or gifts available to them as well as important activities the brand offers. For example; a new game has been opened as part of our summer campaign and participation awards 50 points."http://www.allfacebook.com/7-ways-to-build-customer-relationships-on-facebook-2011-05
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