Eric Yaverbaum

Heather Fletcher is senior content editor with Target Marketing.

Figuring out the value of a Facebook fan has become more complex for many small-business owners, ever since the social media giant began asking businesses to pay to "promote" their posts. Under a program rolled out in May, businesses pay Facebook Inc. anywhere from $5 to hundreds of dollars to promote a post to the news feeds of users who have "liked" their page, plus Facebook friends of those users. The price depends on how many users a business wants to reach.

Tap water is the new "cool" drink; some credit the lagging economy for its popularity, considering what bottled water costs. Others credit Tappening, a public awareness project and Web site that is just happening to make its creators richer.

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