One question I get all time is “how do I become more successful on Facebook?” Then when I start to discuss it, someone always mentions Old Spice, Coca Cola, or Red Bull, and this is where things get problematic. They are all huge brands doing very traditional marketing. Yes, Old Spice’s campaign is very traditional in its form. I’m not saying that it doesn’t have any value (it does), but it’s not enough to just create a (social) campaign.