"To me Facebook Pages have been a dying beast for ... years. I don't recommend Facebook as a prime outpost to clients, because the time and effort invested doesn't match the return and hasn't for some time. And the thing is, the paid products on Facebook are pretty awesome, particularly Lookalike audiences. So moving some of that effort from high-touch, sharecropping community efforts to laser focused advertising isn't a bad idea. Yet, the biggest thing in my mind is to leverage the power of Facebook sharing. Look at someone like Upworthy who simply uses Facebook to drive traffic. Or BuzzFeed's quizzes. Come on! I know you've taken at least one of them, probably because it popped up on Facebook. So using the power of Facebook to transmit content seems the better strategy than trying to cultivate and motivate a community on Facebook." - AJ Kohn