Singapore – Facebook believes that today’s businesses are better off in a connected environment. At the Festival of Media Asia 2011 today, Carolyn Everson, VP, global marketing solution, Facebook, cited Singapore’s Health Promotion Board, social network game developer Zynga, sports giant Nike and diaper maker Huggies Hong Kong, as examples of entities that have benefitted from being connected to their audiences. Everson told TV ASIA Plus that success is possible because people want to actively participate and engage with a brand, and are able to do so in a social network setting. Quoting Nielsen, she noted that 69 per cent of people are more likely to remember an advertising campaign when they are actively engaged with it. The Festival of Media Asia is a three day conference and exhibition that examines the best practices and celebrates the biggest achievements in media innovation in the region.