Dear General Motors, We applaud you for not fully abandoning your current marketing with Facebook, even in the wake of what you have deemed an infective’ advertising campaign. As a public service to you and other brands evaluating their Facebook strategy, we would like to offer some informal counsel on how to improve the overall experience. For brands, Facebook’s potential extends well beyond its paid advertising program. GM and other brands must fully understand what it means to be “social” to the consumer, and how to leverage this opportunity to engage customers at their level, where it matters most. Being social is about engaging with fans and loyal customers with updates, responding to their requests and discussing relevant content with them. It’s about being there for your...