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…it’s better to wade in strategically than jump in headfirst. Hilton Hotels & Resorts has found success adopting the former approach. The hotel chain was the first in the industry to hit the 1-million-‘like’ mark on Facebook last month.

John Forrest Ales, Hilton Hotels & Resorts’ senior director of global brand public relations…recently pulled over long enough to answer a few questions.

It’s all about developing a targeted strategy, Ales told me. To do that, you first need a goal—something to shoot for.

Hilton’s goal: “Increasing global engagement of qualified fans in target demographics and geographic markets who are a priority for revenue-driving brand promotions and partnerships,” he explained.

Photo Credit: Hilton Hotel and Resorts' Facebook cover photo thanks its one million fans for helping it cross the milestone.