Via the Telegraph, another cautionary tale of what happens when gaining “likes” becomes the sole marketing objective.

Rather than, you know, doing any actual marketing …

Two advertising campaigns launched in 2011 and 2012 cost some $630,000 (£413,000) with the “goal of building global outreach platforms for engagement with foreign audiences by increasing the number of fans… on four thematic Facebook properties.

A scathing report by the department’s independent watchdog took the coordinators of its social media outreach policy to task saying it needed to ‘direct its digital advertising to specific public diplomacy goals’

Although each of the four thematic pages run by the Bureau of International Information Programs managed to attract some 2.5 million fans by mid-March, only about 2 per cent of those actually actively engaged with the sites.

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