How Zappos Makes $3.50 Per $1 Spent on Facebook Ads

You know Facebook's getting big with marketers when it shows up in specific job titles. At online retailer Zappos.com, Nate Lurman is the Facebook marketing lead. That means he's in charge of devising strategies for the brand to take advantage of the huge audience on the social media site — and deliver the kind of return on investment that some marketers claim is missing from the social behemoth. The key, Lurman said, is constant testing.