A typical corporate Facebook strategy looks like this: build a massive community, say brilliant things that make you look thoughtful, and generate as much likes and shares as humanly possible. That will drive traffic and increase business objectives. Well, not really… Facebook is still a good venue for reaching prospects, but the marketing approach has changed over the past decade.

David Serfaty, in the Forbes article Why CMOs Must Change Their Plans For Facebook, suggests that CMOs may be executing against an outdated model of Facebook marketing which does little to drive consumer behavior. According to Serfaty, marketers should consider pivoting their Facebook strategy; they need to lead their brand’s shift towards mobile, which requires a better understanding the Facebook user experience and taking more pride in their Facebook pages.

It’s true that everything is mobile. And if it’s not a key part of your Facebook strategy now, you’ll likely miss the opportunity. By 2017, five billion people will use mobile phones. Today, over 39 percent of Internet usage is through smartphones, while 12 percent is done through tablets. And with the introduction of new laptop/tablet hybrids and wearable technology, the total number is projected to grow significantly in the next three to five years. But it’s not just the approach, it’s about the product or service that you offer. If it’s not somehow mobile connected, it will fall flat among Facebook users.

It’s time for marketers to spend some time getting to know the new ways of Facebook – particularly its custom audience tool, which allows marketers to tailor messages to users at critical points in the sales funnel. This is huge for marketers because ROI is much easier to measure. And the right mix of personalized content on Facebook can bring your customers closer to your brand.

But beyond this lies the most obvious of all: your brand’s actual Facebook page. And it’s not just about how it looks – although that’s very important. It should serve a purpose – mainly to encourage customers to take a positive action toward your brand. Serfaty states it this way: “Facebook wants to become your brand’s de facto online and offline customer acquisition and sales hub.” And it’s true – Facebook’s advanced direct response and targeting solutions give brands the ability to better engage new customers as well as existing customers looking for support. A good example is Nike+ Support, which engages users to learn about how to use Nike’s wearable technology. Another one is Johnson & Johnson, which provides opportunities for consumers to share their stories and learn about health and beauty issues that impact their lives. Ultimately, everything leads back to a product that can help them.

Keep in mind – when tweaking your Facebook approach – it’s all about content balance. Too much and you’ll lose their attention. Too little and you’ll fail to connect the message with your objective. If you incorporate Facebook’s advanced target tools, engage customers through calls to action, and deliver the right mix of words and visuals, you will discover a flowing pipeline of potential customers.