Opinion: The Marketing Society Forum - Are brands becoming over-reliant on Facebook for social marketing?

A leading analyst last week warned that brands are leaning too heavily on Facebook as a consumer-engagement tool - and in the process handing control of their valuable data to the social network.

MAYBE - LINDA GRANT, MANAGING DIRECTOR, METRO

Facebook's a great way to engage people in dialogue. It allows brands to connect with their audience directly and lets customers have their views heard and acted on.

When Metro launched its free iPad app, Facebook was useful both for marketing it and gaining real-time feedback. It's also where people share stories from our newspaper and website, so we're able to join in those conversations.

For now, Facebook is where people are and brands need to go to them …