Smart clients are pushing back on app ideas -- they don't want an app for app's sake. Considering the sea of content competing for attention in social media, they are right. There are hundreds of thousands of apps being downloaded as we speak. What will make yours noticeable and compelling to use? Think of an app like a web site or any other destination on the web your brand owns. You need to take care of it the same way: develop interesting content, make sure it fulfills a need, make sure it works without a glitch and promote it! So, an app is not just a widget on your Facebook page's corner to engage users. It is an extension of your brand and your service. Therefore it needs to be part of your marketing and communication plans. An app can collect data, keep users focused for minutes at a time and get them to return to your site and revisit your brand. Why not give it the push it deserves, so it can work hard for you?