Today is supposed to be the first day in our small upstate town that will creep over 90 degrees: a good day to remind myself to stay cool. 

The way to do that in the marketing industry is to be more like the guys in Mad Men... and I don't mean smoking Lucky's and finishing a bottle of whiskey before lunch. 

Those guys really thought about the content of their marketing messages - the way they addressed the perceived needs of consumers with artistic and creative precision. Now that's refreshing.

What if more Facebook pages were created with that level of crafted messaging? After all, it's easy to access the statistics of our visitors - their age and interests, the time of day they tend to interact most often - so it seems like it would be easy to craft a message that's aimed at them. And what about consistent messages? The generally accepted rule in advertising is that consumers need to see or hear a message three times before it starts to catch on. Three touches used to cost thousands of dollars, but Facebook allows us to impress our customers three times in one week... for free.