Should brands build marketing functions to focus on Facebook? The Marketing Society Forum

NO - Mobbie Nazir Head of digital strategy, JWT

There is no 'one size fits all' model. Brands need to cut through the hype to define the value that Facebook can realistically provide.

A year ago analysts were touting f-commerce as having the potential to threaten Amazon as an ecommerce platform. This vision has yet to be realised.

Marketing departments need to understand where and how their consumers spend time online, and devise strategies to connect and engage across multiple platforms as appropriate. Social media has had a big impact and continues to evolve. However, as stated by Coca-Cola, the focus for marketers in this shifting landscape should be content, connections and integration - not media platforms.

NO - Clare Baker, Marketing director, Absolute Radio

Facebook is an excellent way for consumers to interact with your brand, if they have a good reason to. As an entertainment brand, we have the advantage of having free-to-access content that is very shareable and creates talkability, so Facebook is one of several social-media platforms that play an important part in our marketing and comms strategy.

Facebook's targeted ads are a great way to reach new audiences and create brand awareness, but need to be part of an integrated campaign.

Though a very important part of today's marketing plan, it should not be the only part - it depends on what you are marketing and to whom.

NO - Nick Hudson, Head of marketing communications, Heineken UK

We shouldn't make Facebook a special case. While it is part of the solution, it's by no means the only option. We need marketers who think more broadly about brands and their consumers. As long as we put discoverability, mobility and timing at the centre of our communications thinking, we'll probably do it right.

Discoverability is both social and search enabling your audience to find and share your content. We live in a world of mobility, where consumers expect and demand to connect with brands anytime and anywhere. And timing is to understand the moment the consumer is in.

NO - Saj Arshad Group marketing director, Vodafone

Rationally, the huge Facebook base is itself starting to turn people off, overall growth in subscribers is decreasing and it has limited traction in Asia. Plus the advertising performance isn't great.

Emotionally it's good for some brands, less so for others, but it's only one channel. Think bigger. Facebook as sole channel is lazy and one-dimensional.

Take part, but be authentic and seek to be different - difficult in someone else's environment.

Follow the debate online What can brands do to make the most of Facebook's new ad opportunities?

This article was first published on marketingmagazine.co.uk