In addition to the creation of meaningful customer segments, marketers also find it difficult to specify marketing objectives for their social media advertising. Particularly with respect to Facebook, an understanding of what works and what doesn’t is still in its infancy. In this regard, Brettel et al. (2015) provide some potentially actionable insights. The authors find that Facebook ‘likes’ and contributions to the brand’s Facebook page are long-term sales drivers. Customer engagement through these means has important carry-over effects over the long term, and is indicative of strong and positive customer sentiment. Page views, on the other hand, should be considered as an indicator of potential short term sales. Facebook page content, enabling impulse purchase, could help in driving short term sales. Finally, Brettel et al. (2015) note that ‘stream impressions’, manifested as company-sponsored, paid content on users’ news feeds has a significant, negative impact on sales, especially when used extensively.