Facebook pals are easily lost

Facebook’s trial launch of adverts in users’ newsfeeds marks a tempting but risky move for brands wanting to market to the social network’s 1 billion users.

Brands have spent the past two years learning how to engage in the social space by setting up Facebook pages and creating campaigns to increase the number of Facebook ‘likes’. The lessons learned are that brands need to earn the right to appear in a consumer’s updates.

Tempting as it is to apply old, push-based advertising models to new channels, brands must adapt to fit social media, and learn to trust consumers to make decisions.

Oliver Felstead, managing director UK & EMEA, Coupons.com

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