Off the top, there are a couple of problems with the article. First, the number of likes may be the easiest quantifiable measure to refer to, but by no means d

Off the top, there are a couple of problems with the article. First, the number of likes may be the easiest quantifiable measure to refer to, but by no means does it reflect the effectiveness of a campaign Secondly, music isn't the best subject for this "case study". Music is very fan driven and online marketing for rap and hip-hop is largely dominated by blogs (like nahright, illroots, smoking section). I would say rap spreads first through the blogs and reaction is very often expressed through Twitter. While This facebook "campaign" had significant visibility, I doubt it was their primary focus when releasing this song. If the article referred to a household good campaign (for example), I'd be more receptive to the conclusions.