In the business world the success is always evaluated with the increment in the profit after the application of the campaign. In the reading the author states that it’s harder to track the success of a social network campaign since you don’t have control over the posted content and also the success measuring metrics such as the click count and the unique user count are not too easy to sell to managers. With that in mind and from the business perspective, I think that the best idea is to split the proposal into campaigns, implement the cheapest one and evaluate the return of investment for a short period. By doing that, Foley could evaluate the acceptance of the brand into the social network and then go with a more aggressive and maybe not so cheap strategy, re-evaluate, and so on.
All marketing campaigns are risky, and even more the social network ones since you don´t have control over the content posted. For example, a user could use you fan page