Although Facebook is a great tool for creating relationships with customers, the paradox of this channel is that despite efforts to grow a fan base, marketers will always have to invest direct media dollars or integrate Facebook with overall marketing efforts to drive continual engagement. Marketers generally spend a disproportionate amount of time and attention on the fans who engage - which is about 1% of the total fan base. Marketers need to determine the most scalable way to create efficiencies in activating their fan bases, via social CRM programs, boosting stories to the appropriate audiences or otherwise.