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Paddy Power lets fly incontinent...
For non-Facebookers, Crowd Hunt is also available on the T in the Park site: http://www.tinthepark.com/tickets/crowd-hunt.aspx
Robin is right to say that paid links are unethical and a poor SEO technique, but blogger outreach is actually still a reasonable way of 'earning' links. The Interflora penalty has nothing to do with that, but was instead for a raft of advertorials including paid links they bought in January from a newspaper group. This comes from Dave Naylor's unsurpassed investigation: http://www.davidnaylor.co.uk/interflora-what-really-happened.html
The first couple of points (geotargeting and moderation) are not new features, having been available since early 2011.
I am in agreement regarding the need to get creative, but not necessarily specifically visually. Improving content and posts will be key drivers of fan interaction, and Facebook Advertising will probably become even more dominant in terms of ensuring the success of a campaign.
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New poster for the office! Thanks @TheDrum! Smashing issue by the way - no pun intended #smashingmartian