I was speaking with a client the other day who wanted very badly for us to create him a business page on Facebook. The first question I ask a client who asks for this is "what is it for?" Invariably, the response is "you tell me, you're the expert and everyone seems to have one. I feel like we're missing out."
I'm not going to lie. While Facebook can and should be a very useful medium for most if not all brands, Facebook, or any other social network you may want to utilize in a social media marketing plan needs a real engaging content strategy and a budget to go with it.