Michael Lazerow presents the case for Facebook as a media draw for all types of brands, providing case studies in which the social media user's experience is enhanced, from coupon offers to being able to purchase tickets near your friends' seats at arena events.

Creating experiences where the brand is embedded into the lives of buyers increases the breadth and depth of the brand's consumer base. From giving away coupons for Pretzel Crisps to increasing the cache of Oscar de la Renta, Facebook is the forum.

Citing practical examples to illustrate his points, Lazerow addresses several issues relevant to social marketing. Among them are these: If you are a brand, publisher, or retailer, what is your battleground, and what is your focus? What is the world starting to reorganize around? What are profits tied to, what is the biggest way to drive shareholder value, and what is the ultimate ROI? And how does your car function as an app?

Enjoy this sociable talk about about the serious business of social media.