Chapter 8 Carmex

By using Facebook, Carmex has gained a significant amount of social media accessibility. This accessibility has allowed Carmex to both extend its social media reach by connecting with new potential customers through Facebook "likes" as well as increase the engagement of its more enthusiastic Facebook followers. However, through research, the Carmex team has noticed that Facebook "likes" and Facebook follower engagement do not automatically increase together. For example, to grow the amount of "likes" Carmex has on Facebook, the company might offer a promotion. However, once that promotion ends, followers generated by that promotion might either "unlike" Carmex or simply stop actively following the Carmex Facebook page. What specific strategies outlined in the case might help grow both its overall amount of followers and the level of engagement among those followers?