A Facebook Promo is an effective marketing tool if done right. If successfully executed, this will lead to a good number of engaged and targeted fans, high levels of relevant discussions and engagement, and eventually higher rates of converting engaged fans to loyal customers. That, I believe makes it effective regardless what the company’s online marketing strategy is. 🙂

I suppose that depends on the company’s specific goals for having an “overall marketing strategy”. (?)

I mean, the article clearly states that you get the people you want to work for or with. I think, in terms of a company’s bottom line of making money, that’s very effective.