What’s holding back stronger ad growth on Facebook? Some claim a lack of sufficient monetization of mobile advertising, others the absence of unified metrics. Jared Balesky of Ad Age, however, argues that the people who manage a brand’s media dollars need to work together with those who manage a brand’s Facebook community, not in silos.

We can relate. Over and over we see lack of integration between media, marketing, advertising and digital. So far it seems like a battle for control among the marketing groups as well as protecting marketing fiefdoms within companies. Balesky takes it even further by recommending that brand and sales functions be combined. If not, says the author, optimizing a brand presence and acquisition presence on the likes of Facebook, for example, will be for naught. For more on Balesky’s views, have a read here.