Social Advertising: Focus on Power, Not Parity

It’s time for the marketing industry to deliver power built on social network’s native functionality, not compete with it--and for marketers to ask their vendors if they are truly innovating, or just catching up.

Since Facebook was founded more than 12 years ago, there have been several inflection points that changed social networking and social marketing forever.

I remember the first—the launch of Facebook Platform May 24, 2007–like it was yesterday. Giving application-programming-interface access to application developers helped accelerate Facebook’s growth from 20 million users to more than 1 billion daily users less than 10 years later. At the same time, it led to the creation of companies like Buddy Media, Vitrue, Wildfire and Involver that focused on publishing and tab management.

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