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Facebook now plays an important role in many people's lives. Whereas LinkedIn is the networking tool of choice for business, Facebook is the preferred truly social platform for both individuals and for companies who want a more personal relationship with their customers/potential customers. From teenagers to seniors it is the way we stay connected and keep up with each others lives. It is our opportunity to express our views, interests, likes and dislikes on a more personal level. It is the difference between a class or family reunion and a business conference. The personal flavor of Facebook is an emotional connection that is not available from competing platforms. Leveraging this connectedness is challenging but not impossible and the potential could be very large if done right. There just isn't anything else like it and more importantly people flat out "Like" it!