A few days ago, I discussed that Marketing will always be a balance between Art & Science and that true ‘creativity’ can never be formulaic (See “The DNA of Great Social Content”). It is critical that marketers remember this as they embark on social media campaigns. KRAFT recently did this, really, really right with its ‘Likeapella’ campaign. Last week, they posted a message encouraging fans to ‘Like’ the page, but they had no idea what they were getting (if anything) in return. This is often the approach that brands take – desperate for people to ‘like’ their page, but for what? Normally, providing nothing in return.