Facebook applications are an essential part of any social media strategy. Facebook users install 20 million apps per day. Brands could not hope to reach many fans and engage with lot of them frequently if they can not afford to bring unique experience for customer across the social web. Although a strategy with great content marketing solely may work, on the long-run the amount of earned media without using creative campaigns and Facebook application is very limited.
There are many benefits for brands to use custom Facebook applications. A Facebook application may respond to several goals: