Facebook’s Brand of Loyalty

Companies have spent the past few years trying to amass Facebook fans for their products and services. Now they’re trying to figure out how to squeeze value out of them.

That’s prompting marketing companies to develop new offerings that seek out more detailed information about Facebook fans, with the aim of sending targeted messages, offers and promotions.

Merkle Inc., Lithium Technologies Inc. and other marketing companies are helping companies build applications for consumers to download on Facebook, which will allow customers to access a company’s loyalty program, what promotions they might qualify for and check their points. In exchange, the consumer gives the company permission to access their personal information like name, gender and email address on the social-networking site.

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