It’s easy to get sidetracked by the tech sphere’s obsession with Facebook. Even professional skeptics (or curmudgeons, depending on your point of view) obsess with the company. Kara Swisher of the Wall Street Journal’s AllThingsD may criticize Facebook and its monetization, but she still gives Facebook her attention.  It’s easy to find other posts from tech luminaries that flit from effusion to scorn in the blink of a page refresh.

This fickle community is irrelevant to your brand. For your brand, it doesn’t matter if Facebook is valued at 15 billion or has a CEO who wears flip flops. There are a few essential questions that break through the chatter. Does Facebook have active users? Can my brand reach them? Is there a cost effective way to do it?

With Facebook Platform, the answer is still yes.