We've all seen case studies showing how the world's top consumer brands are forging new and deeper relationships with their customers on Facebook. Yet there are many more start-up companies than there are colossal consumer brands, and their stories can be at least as enlightening. At PR News' Facebook Conference , which will be held on Dec. 1 at Washington, D.C.'s National Press Club, Albe Zakes, global VP, media, at TerraCycle Inc., will present a case study showing how "upcycling" company TerraCycle has used Facebook to expand its customer base. Zakes gives us a preview of his case study in the following Q&A.